广告中性别刻板印象信息的内隐效应

The Implicit Effect of Gender Stereotype in Ads

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。

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.