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Advertising, Stereotypes and Consumer Opinion: Could Subverting Expectations Increase Effectiveness
- 1. Advertising, Stereotypes and Consumer Opinion By: Stephanie Parker Read Full Paper: StephanieMParker.com/Academic-Writing
- 2. Advertising The industry is often (justly) accused of perpetuating negative stereotypes about nearly every racial group Some advertisers have attempted to fix this, to varying degrees of success Stephanie Parker
- 5. Real World Question Could advertisements work to subvert racist expectations and become more effective? Stephanie Parker
- 6. Racist Stereotyping Stereotypes are ➔ Well Learned Are learned from birth through culture ➔ Automatic Attached to implicit associations ➔ Influential Can trigger prejudicial actions and thoughts Devine (1989) Stephanie Parker
- 7. Attentional Power of Stereotypes ❏ Stereotypes cause people to focus on stereotype confirming things ❏ Certain stereotypes are closely associated with specific groups ❏ It takes people longer to process a scene without stereotypes (Eberhardt, Goff, Purdie, & Davies 2004)Stephanie Parker
- 8. Stereotypes and Their Influences ❏ When reminded of a personally relevant stereotype, people perform worse on tasks. ❏ Black and Latino people who had recently faced discrimination had warmer feelings towards minority groups. (Schmader and Johns 2003) (Craig and Richeson 2012)Stephanie Parker
- 9. How might diversity aid advertisements? Stephanie Parker
- 10. Proposal: Attentional Power of Stereotype Breaking Could we increase consumer focus on a tv advertisement by including a black or latino actor doing something positive and stereotype inconsistent? Stephanie Parker
- 11. Proposal: Attentional Power of Stereotype Breaking Stereotype Inconsistence for this study is NOT black man bad at basketball nor Latino woman speaking Chinese It is: Black man shopping at a store without using “jive” or a latino woman on vacation with friends Stephanie Parker
- 12. White participants will attend to a commercial longer when viewing people of color in stereotype inconsistent situations. Black & Latino participants will attend slightly longer when viewing POC in stereotype inconsistent situations. Hypothesis Stephanie Parker
- 13. Implications By focusing on the reactions of black and latino study participants, advertisers will understand how this rapidly growing market feels about honest portrayals of itself in the media. Stephanie Parker
- 14. Future Paths A survey of the existing levels of diversity in commercials and the stereotype consistency/ inconsistency would provide an understanding for the efficacy of modern advertising. Stephanie Parker
- 15. Conclusion Within 40 years, people of color will constitute over half of the United States’ population. Therefore, ads should represent people of color in everyday situations, not show caricatures of them. In doing so, advertisers will find their commercials perform better. Stephanie Parker
- 17. Methods ! 50 white, 50 black, and 50 latino participants ! Will utilize eye tracker technology ! Participants will be randomly assigned to each condition ! Told to watch series of commercials carefully for post- survey ○ Decoy commercials will not feature humans, will be real cell phone commercials from past 5 years Stephanie Parker
- 18. Methods Control: A technical advertisement for cell phone White Black Latino Standard English Condition 1 Condition 2 Condition 3 AAVE Condition 4 Condition 5 Condition 6 Spanglish Condition 7 Condition 8 Condition 9 Stephanie Parker
- 19. Anticipated Results ! Expect to see white participants spending more time looking at the black and latino actors than the black and latino participants ○ White participants should spend the most time looking during Condition 2 and Condition 3 ○ On feedback survey, white participants may find Condition 4 humorous or alarming ! Expect to see black and latino participants spending more time looking at black and latino actors than white participants ○ Black and latino participants should look at same-race actor in Condition 2 the longest ○ Black and latino participants should look at Condition 4 for a significant amount of time but have negative reactions Stephanie Parker
- 20. Craig, M. A., & Richeson, J. A. (2012). Coalition or derogation? How perceived discrimination influences intraminority intergroup relations. Journal of personality and social psychology, 102(4), 759. Eberhardt, J. L., Goff, P. A., Purdie, V. J., & Davies, P. G. (2004). Seeing black: race, crime, and visual processing. Journal of personality and social psychology, 87(6), 876. Devine, P. G. (1989). Stereotypes and prejudice: Their automatic and controlled components. Journal of personality and social psychology, 56(1), 5. Schmader, T., & Johns, M. (2003). Converging evidence that stereotype threat reduces working memory capacity. Journal of personality and social psychology, 85(3), 440. Read Full Paper: StephanieMParker.com/Academic-Writing