Featured Research

from universities, journals, and other organizations

'Training away stereotypes': People trained to think in opposition to stereotypes are more receptive to advertising starring minority actors

Date:
November 1, 2010
Source:
University of Missouri-Columbia
Summary:
It may seem difficult to change stereotypical thinking. Perceptions can be very important in forming an individual's attitudes. Now, researchers have found that people conditioned to think in opposition to racial stereotypes are more receptive to people from minority groups starring in commercial advertising.

It may seem difficult to change stereotypical thinking. Perceptions can be very important in forming an individual's attitudes. Now, researchers at the University of Missouri have found that people conditioned to think in opposition to racial stereotypes are more receptive to people from minority groups starring in commercial advertising.

"This research shows that when people are trained to think in a non-stereotypical way, they will pay more attention to ads with black protégés," said Saleem Alhabash, a doctoral candidate in the University of Missouri School of Journalism.

Alhabash conducted the research in the Psychological Research on Information and Media Effects (PRIME) Lab with Kevin Wise, a professor in the Missouri School of Journalism, and Mi Jahng, a doctoral candidate in the Missouri School of Journalism. The study used the "Stereotype Reduction Paradigm," previously studied by other social psychology researchers. Under the paradigm, 10 participants received stereotype affirmation training, while 10 received stereotype negation training. Participants were shown pictures of black and white people paired with stereotype-consistent and stereotype-violating attributes. In the stereotype affirmation condition, participants were instructed to note whenever the picture-attribute pair displayed a racial stereotype. Under negation, participants were instructed to note when they saw a picture-attribute pair inconsistent with common stereotypes.

Then, participants were shown a series of commercials with three advertisements featuring black actors and three advertisements featuring white actors. Researchers tracked various psychophysiological responses to viewing each commercial. Participants who had experienced stereotype negation training showed decreased heart rate, which is the physiological response indicating increased attention to advertising featuring black protégés while those in the stereotype-affirmation condition showed an increase in heart rate, showing decreased attention levels. Negation and attribution-conditioned participants showed little difference in physiological reaction to white advertising protégés, reflected in heart rate deceleration for both conditions.

The project was presented at the 2010 annual meeting of the Society for Psychophysiological Research (SPR) and was one of 16 projects to win a student poster award.

"Over the years, SPR has been welcoming of our work on how the mind processes media, but this award brings a whole new level of acceptance and validation to the science of media," said Paul Bolls, co-director of the PRIME Lab. "This is a great achievement for the School of Journalism, as well as the field of media psychology research."

The MU team's work beat out 250 projects for the award and is one of a very small number of media psychology projects ever to win an award at the conference.


Story Source:

The above story is based on materials provided by University of Missouri-Columbia. Note: Materials may be edited for content and length.


Cite This Page:

University of Missouri-Columbia. "'Training away stereotypes': People trained to think in opposition to stereotypes are more receptive to advertising starring minority actors." ScienceDaily. ScienceDaily, 1 November 2010. <www.sciencedaily.com/releases/2010/11/101101171623.htm>.
University of Missouri-Columbia. (2010, November 1). 'Training away stereotypes': People trained to think in opposition to stereotypes are more receptive to advertising starring minority actors. ScienceDaily. Retrieved October 20, 2014 from www.sciencedaily.com/releases/2010/11/101101171623.htm
University of Missouri-Columbia. "'Training away stereotypes': People trained to think in opposition to stereotypes are more receptive to advertising starring minority actors." ScienceDaily. www.sciencedaily.com/releases/2010/11/101101171623.htm (accessed October 20, 2014).

Share This



More Mind & Brain News

Monday, October 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Your Birth Season Might Determine Your Temperament

Your Birth Season Might Determine Your Temperament

Newsy (Oct. 20, 2014) — A new study says the season you're born in can determine your temperament — and one season has a surprising outcome. Video provided by Newsy
Powered by NewsLook.com
Court Ruling Means Kids' Online Activity Could Be On Parents

Court Ruling Means Kids' Online Activity Could Be On Parents

Newsy (Oct. 17, 2014) — In a ruling attorneys for both sides agreed was a first of its kind, a Georgia appeals court said parents can be held liable for what kids put online. Video provided by Newsy
Powered by NewsLook.com
The Best Foods To Boost Your Mood

The Best Foods To Boost Your Mood

Buzz60 (Oct. 17, 2014) — Feeling down? Reach for the refrigerator, not the medicine cabinet! TC Newman (@PurpleTCNewman) shares some of the best foods to boost your mood. Video provided by Buzz60
Powered by NewsLook.com
You Can Get Addicted To Google Glass, Apparently

You Can Get Addicted To Google Glass, Apparently

Newsy (Oct. 15, 2014) — Researchers claim they’ve diagnosed the first example of the disorder in a 31-year-old U.S. Navy serviceman. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins