刻板印象从内容模型到系统模型的发展与应用

21世纪以来,在刻板印象研究中最受瞩目的当属刻板印象内容模型（Stereotype Content Model, SCM）的提出。它通过热情和能力二个维度区分对不同群体的刻板印象。新近的系统模型则将SCM与群际情绪、行为反应相结合,并凸现了道德维度,开创性地提出了群际情绪-刻板印象-行为趋向系统模型（Behaviors from Intergroup Affect and Stereotypes Map, BIAS Map）。这一系统模型是对刻板印象内容模型的有意义延伸,同时二者的有机结合进一步促进了刻板印象内群体与群体间研究的整合性,较之又增添了认知-情绪-行为与刻板印象预测之间的联结。     

Development of a Measure of Stereotypical Attitudes towards Older Workers

Prolonging the working life of older adults has been suggested by various researchers and policymakers as a strategy to alleviate challenges posed by the inevitable ageing of the population. It is thus important to have measures with which to assess and monitor factors relevant to older adults' employment. Research indicates that negative attitudes towards older workers are at the heart of employment discrimination; hence, the current research developed and assessed a new measure of attitudes towards older workers. A questionnaire asking about older workers was prepared in three versions (male, female, and gender neutral). Each version of the Attitudes towards Older Workers Scale (AOWS) was pilot tested, refined, and field tested with random samples totalling 246 hiring decision‐makers and 219 undergraduate students. Internal consistency ranged between .89 and .95 across the samples and questionnaire versions. Test–retest reliability correlations for male, female, and gender‐neutral versions were .83, .78, and .90, respectively. The AOWS will be a valuable tool for research, development of interventions, and for informing policy formulation in the areas of ageing, retirement, and employment.     

The effect of research method type on stereotypes’ content: A brief research report

Stereotype Content Model (SCM) emphasizes the content rather than the underlying processes of the stereotypes and the content might be influenced by several cultural dimensions (e.g., individualism vs. collectivism). The main dimensions of SCM—namely warmth and competence—underlying various contents are assumed to be universal. However, from a cognitive science paradigm, we argue that different research methods (i.e., data collections and data analysis) might also yield different stereotype contents that might impact the universality versus specificity problem in the SCM. Indeed, using a sample from a collectivistic country (i.e., Romania), we found that using different methods in data collection (i.e., unstructured vs. semi-structured vs. structured interview) and different methods of data analysis (i.e., availability vs. accessibility scores) might be an important research strategy to counter artefacts and confusions in the universality versus specificity problem related to the SCM. Theoretical and practical implications are discussed.     

刻板印象内容模型：理论假设及研究

介绍了刻板印象内容模型(SCM)的来源、理论假设和在美国与欧洲(个人主义文化)、东亚(集体主义文化)样本中的实证研究。SCM假设:(1)用热情和能力区分不同群体的刻板印象;(2)对外群体的刻板印象是混合的;(3)高社会地位群体被刻板为具有高能力,竞争性群体被刻板为缺乏热情;(4)刻板印象中存在参照群体偏好和外群体贬抑。在比较和评价SCM与其他理论的基础上,提出了刻板印象内容研究进一步细化和扩展的方向     

Old,but gold? A dual-pathway model of age bias in personnel selection decisions

We present a dual-pathway model that differentiates two underlying mechanisms by which age affects selection decisions. In two experimental studies, one with lay persons (n = 316) and one with experienced Human Resource professionals (n = 103), we demonstrate that the relationship between older age and hireability is negatively mediated by perceived appearance, indicating that older candidates receive less favorable ratings because they are perceived as being less physically appealing. Moreover, we demonstrate that the relationship between older age and hireability is positively mediated by perceived experience, indicating that older candidates receive more favorable ratings because they are perceived as being more experienced. Importantly, these two pathways neutralize each other, yielding a null effect when their effects are neglected.     

Will you still hire me when I am over 50? The effects of implicit and explicit age stereotyping on resume evaluations

Multiple studies have found that older workers may be disadvantaged in their job search due to explicit age stereotypes. However, no published research has examined the effect of both explicit (conscious) and implicit (unconscious) negative age stereotypes against older workers on hiring decisions. The current study fills this gap by using an experimental design to simultaneously examine how both explicit and implicit age stereotypes affect the evaluation of resumes for older and younger job applicants. Participants completed measures of explicit age stereotypes via a questionnaire and implicit age stereotypes with an Implicit Association Test focused on older and younger working-age people. They then completed a resume screening task that included younger and older potential applicants. Results showed that participants’ explicit age stereotypes positively influenced the evaluation of younger applicants’ resumes but had no significant effect on the evaluation of older applicants’ resumes. Conversely, implicit age stereotypes had a negative effect on the evaluation of older applicants’ resumes but had no significant effect on the evaluation of younger applicants’ resumes. The results suggest that both implicit and explicit age stereotypes may harm older job applicants’ hireablity, but through different pathways.     

Self-Activation and Out-Group Contrast

ABSTRACT

It has been suggested that higher in-group identifiers primed with an out-group stereotype show contrastive behavioral responses because they activate the in-group, social-self. However, priming the personal-self can lead to contrastive judgments. We investigated whether personal self-activation was also evident for higher identifiers primed with an out-group. An experiment demonstrated that higher identifiers primed with an out-group showed faster responses to self-words than higher identifiers primed with the in-group. This findings suggest that the personal-self is also activated for higher identifiers primed with an out-group, and this self-activation may underlie their contrastive responding.     

Girls’ perceptions of their mothers at work and home: Warm does not mean weak

Upper elementary school girls were surveyed about their mothers’ and fathers’ warmth, competence, and agency at home and how they imagine their parents at work. Mothers’ warmth at home was positively correlated with perceived competence and agency both at home and at work. Differences between daughters’ perceptions of their mothers and fathers at work are discussed.     

广告诉求-品牌来源国刻板印象匹配度对品牌态度的影响机制

基于刻板印象内容模型,作者将广告诉求分为诚意诉求和能力诉求,并研究了广告诉求和品牌来源国刻板印象对品牌态度的交互影响。通过两个实验,作者发现广告诉求和来源国刻板印象之间的匹配程度正向地影响消费者处理广告信息的流畅性,进而导致积极的情绪体验。消费者将这种积极情绪错误地归因到品牌上,从而产生积极的品牌态度。这一发现证实品牌来源国信息可以在消费者无意识的状态下通过情绪体验影响不同广告诉求的说服效果。     

对体胖者的社会性偏向：本土化视角的探索

通过三个研究从本土化视角探索人们对体胖者的社会性偏向特征。研究1采用访谈法和问卷法获得了被试对体胖者的刻板印象内容;研究2使用情感温度计和AMP范式对体胖者的外显与内隐偏见进行了测量;研究3通过情境测量对比人们在不同生活情境中对体胖者的行为反应。结果表明,中国被试对体胖者的刻板印象内容提名以高热情特质为主,刻板印象评价呈现低能力为主的特征;人们对体胖者没有外显偏见,但存在一定内隐偏见;社会生活情境中体胖者可能遭遇歧视,对女性体胖者的歧视程度更高。总体上,人们对体胖者的社会性偏向表现出复合性的本土化特征。     

叠音品牌名称对消费者知觉和偏好的影响

品牌名称是重要的品牌资产,在传递品牌价值、构建品牌形象和凸显品牌特征的过程中起到关键作用。以往研究发现,品牌名称的语义特征和语音特征都会对消费者知觉和偏好产生影响,但少有研究考察品牌名称语音特征中叠音的作用。本研究将从婴儿图式的角度,基于刻板印象内容模型,通过4个实验考察叠音品牌名称对消费者知觉和偏好的影响,并检验元音特征和产品类型的调节作用。研究结果表明:(1)与非叠音品牌名称相比,叠音品牌名称会让消费者觉得该品牌更像婴儿,进而感觉该品牌更加温暖,但是能力更低。(2)叠音对于消费者温暖知觉的影响受到元音特征的调节。当品牌名称中含有前元音时,叠音对于温暖知觉的影响会削弱。(3)叠音对于消费者偏好的影响受到产品类型的调节。对于享乐型产品,消费者更偏好叠音品牌名称;对于实用型产品,消费者更偏好非叠音品牌名称。本文为品牌名称的设计提供了指导,同时也丰富了婴儿图式和刻板印象内容模型的理论内涵。     

刻板印象错误知觉任务:区分刻板印象激活与刻板印象应用的新方法

刻板印象错误知觉任务(Stereotype Misperception Task,简称SMT)是一种能对刻板印象激活和刻板印象应用进行有效区分的研究范式,对应的多项式模型能对二者各自贡献量大小进行测算与评估。依托对二者关系的解构,介绍了SMT的操作程序、原理、多项式模型及其数据分析,比较了SMT和情感错误归因程序(AMP)以及四重模型的内在关联和本质区别,展望了未来的发展方向。