反刻板印象的广告传播效应:前因、作用机制和结果OA

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.