心理科学进展2026，Vol.34Issue(1)：157-174,18.DOI:10.3724/SP.J.1042.2026.0157
反刻板印象的广告传播效应:前因、作用机制和结果
The communication effects of counter-stereotypical advertising:Antecedents,mechanisms,and outcomes
摘要
Abstract
As consumers increasingly prioritize diversity and equality,counterstereotypical advertising has become a popular marketing and communication strategy.However,existing research does not systematically integrate the dynamic mechanisms underlying counter-stereotypes and their variations across media contexts.By integrating the marketing's stimulus-organism-response framework with the antecedents-decisions-outcomes(analytical model,this study systematically examines the communication effects of counter-stereotypical advertising.It clarifies the"double-edged sword"nature of counter-stereotype interventions and identifies threshold effects in message acceptance.Furthermore,this study emphasizes differences in media effectiveness,revealing distinctions in media compatibility between traditional and new media when disseminating counter-stereotypical content.Future studies should explore how counter-stereotypes can mitigate social biases,assess the impact of artificial intelligence on advertising communication,and promote interdisciplinary collaboration in counter-stereotype research.关键词
反刻板印象/广告传播/媒体营销/SOR理论/ADO框架Key words
counter-stereotype/advertising communication/media marketing/stimulus-organism-response theory/antecedents-decisions-outcomes framework分类
社会科学引用本文复制引用
侯旻,张培镇,李志文,顾春梅,李芳洲..反刻板印象的广告传播效应:前因、作用机制和结果[J].心理科学进展,2026,34(1):157-174,18.基金项目
浙江省自然科学基金课题一般项目(LY23G020005)、浙江省哲学社会科学规划课题(22NDJC091YB)资助. （LY23G020005）
