對比內容造成刻板印象的極端性並影響不一致資訊的效果

摘要本篇研究藉由過去關於對比效果的研究、以及改變刻版印象的理論，探討在加入對比內容的情況下，是否會影響到刻板印象的形成與改變。研究的主要目的，是針對刻板印象在遇到不一致新資訊時的改變與否，是否會受到對比內容所影響。在實驗中，本研究藉由虛擬產品所形成的品牌印象(刻板印象)，研究一個品牌在有競爭品牌(對比內容)的情況之下，品牌印象受到新產品(不一致新資訊)的影響程度，是否會因為對比品牌的加入而有不同的結果。研究中同時透過集中趨勢(平均值)，與所涵遢d圍來衡量刻板印象的改變，並藉由涵遢d圍的衡量，判斷新資訊與刻板印象範圍的重疊，進一步地解釋並預測刻板印象是否會被改變。實驗結果發現對比內容先造成刻板印象的涵遢d圍變窄，因而使得新的不一致資訊與原有的刻板印象涵遢d圍較不可能重疊。在此情形之下，原有的刻板印象將較不容易被新的不一致資訊改變。

關鍵字

對比內容；不一致資訊；產品刻板印象

並列摘要

Abstract The main propose of the study is to examine the moderating role of comparative context effect in stereotype change. By using two measurements：mean (central tendency), and interpretation range, this study predicted that, when there is a comparative context brand, the stereotype of the target brand will be formed more extreme and will be less likely to be changed by the incongruent information. The results of the experiments show that the stereotype will become extreme on interpretation range, and therefore has little range overlapped with the incongruent information. As a result, the stereotype will not changed by the incongruent information under the comparative contextual condition.

並列關鍵字

Incongruent Information ； Stereotype ； Comparative Context

參考文獻

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國際替代計量

對比內容造成刻板印象的極端性並影響不一致資訊的效果

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