| 广告中性别刻板印象信息的内隐效应 |
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| 引用本文： | 王沛,孙连荣.广告中性别刻板印象信息的内隐效应[J].心理科学,2007,30(3):540-542,528. |
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| 作者姓名： | 王沛 孙连荣 |
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| 作者单位： | 1. 西北师范大学教育学院,兰州,730070
2. 宁波大学教育学院,宁波,315211 |
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| 基金项目： | 教育部人文社会科学规划项目;北京师范大学认知神经与学习国家重点实验室开放基金;甘肃省自然科学基金;西北师范大学校科研和教改项目 |
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| 摘 要： | 尝试采用以图片为实验材料及不同步骤的IAT程序测量广告中性别刻板印象的内隐效应及其操作强度，结果表明：（1）广告中的性别刻板印象具有很强的内隐效应；（2）高刻板化程度者具有更强的内隐性别刻板效应；（3）当刺激材料为图片时，不同的IAT程序测得的内隐性别刻板效应不同。
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| 关 键 词： | 广告 性别刻板印象 内隐效应 内隐操作强度 |
The Implicit Effect of Gender Stereotype in Ads |
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| Wang Pei,Sun Lianrong.The Implicit Effect of Gender Stereotype in Ads[J].Psychological Science,2007,30(3):540-542,528. |
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| Authors: | Wang Pei Sun Lianrong |
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| Institution: | 1 School of Education Science, Northwest Normal University, Lanzhou, 730073;2 Normal College, Ningbo University, Ningbo, 315211 |
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| Abstract: | Using the pictures as the experimental materials and various procedural IAT programs,we tested the implicit effect and its intensity of gender stereotype in ads.The results indicated:(1) the gender stereotype in ads had a strong implicit effect;(2) subjects who have high-degree stereotype displayed a more powerful implicit effect;(3) the various IAT programs yielded different results when pictures were used as the experimental materials. |
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| Keywords: | advertisement gender stereotype implicit effect implicit intensity |
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