心理科学进展2025，Vol.33Issue(8)：1408-1424,17.DOI:10.3724/SP.J.1042.2025.1408
广告营销中的方言刻板印象效应及其理论机制
Dialect stereotypes in advertising:Effects and theoretical mechanism
摘要
Abstract
Dialect stereotypes refer to people's fixed cognition and perceptions of dialects,which unconsciously influence individuals' attitudes and behaviors toward dialect advertisements.This paper constructs a theoretical model of dialect stereotypes effects,proposing that the meaning of dialect stereotypes encompasses three dimensions:linguistic characteristics,user image,and social culture.Drawing on markedness theory,dual process theory,social identity theory and spatial presence,this paper examines dialect stereotypes effect in advertising through multiple theoretical lenses,while analyzing the moderating effects of consumers' individual traits,product attributes,brand characteristics,spokespersons' individual traits and advertising appeals.Through systematic analysis of dialects and their stereotypes,this paper clarifies dialect stereotypes effects in advertising marketing and their theoretical mechanisms,providing implications for advancing theoretical development and mechanistic research of dialect advertisements.Future research could further explore the linguistic forms and application scenarios of dialect advertisements,empirically validate the underlying mechanisms,and investigate cultural differences in persuasion effectiveness of dialect advertisements.关键词
方言广告/刻板印象/双加工理论/社会认同理论/空间临场感Key words
dialect advertisements/stereotypes/dual process theory/social identity theory/spatial presence分类
社会科学引用本文复制引用
凌斌,刘莺恺..广告营销中的方言刻板印象效应及其理论机制[J].心理科学进展,2025,33(8):1408-1424,17.基金项目
国家社会科学基金一般项目(24BGL157). （24BGL157）
