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.
Saleem Alhabash, a doctoral candidate in the University of Missouri School of Journalism.
"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.
Nathan Hurst | EurekAlert!
Diagnoses: When Are Several Opinions Better Than One?
19.07.2016 | Max-Planck-Institut für Bildungsforschung
High in calories and low in nutrients when adolescents share pictures of food online
07.04.2016 | University of Gothenburg
Ultrafast lasers have introduced new possibilities in engraving ultrafine structures, and scientists are now also investigating how to use them to etch microstructures into thin glass. There are possible applications in analytics (lab on a chip) and especially in electronics and the consumer sector, where great interest has been shown.
This new method was born of a surprising phenomenon: irradiating glass in a particular way with an ultrafast laser has the effect of making the glass up to a...
Terahertz excitation of selected crystal vibrations leads to an effective magnetic field that drives coherent spin motion
Controlling functional properties by light is one of the grand goals in modern condensed matter physics and materials science. A new study now demonstrates how...
Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.
"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...
In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.
A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...
By forcefully embedding two silicon atoms in a diamond matrix, Sandia researchers have demonstrated for the first time on a single chip all the components needed to create a quantum bridge to link quantum computers together.
"People have already built small quantum computers," says Sandia researcher Ryan Camacho. "Maybe the first useful one won't be a single giant quantum computer...
14.10.2016 | Event News
14.10.2016 | Event News
12.10.2016 | Event News
27.10.2016 | Materials Sciences
27.10.2016 | Physics and Astronomy
27.10.2016 | Life Sciences