The Priming Effect of Negative Out-group Information for Cultural Knowledge Schema: Taking Attribution Task and Consumer Behavior as Criterion Variables
Date Issued
2012
Date
2012
Author(s)
Wang, Min-Heng
Abstract
The main purpose of this study is to examine whether negative out-group and positive in-group information both could activate in-group members’ cultural knowledge, and further influence their judgments to external-world information in the social context of low numerical distinctiveness. The past studies have proved that a specific group belonging to the majority or minority in an area affects the priming effect, and the minority group members would be more sensitive to in-group-related information. Contrarily, the issue which how to activate the majority group members’ in-group (cultural) knowledge schema is rarely to be paid attention. So, I hope that the current study could fulfill this research gap, and hypothesize that when perceiving outer threat or prejudice information, the majority group members’ in-group (cultural) knowledge schema would be activated, on the other hand, when perceiving positive in-group information would not have such effect.
Two experiments are included, and the ethnic Chinese participants were recruited from Taiwan. The negative out-group information involved or not was manipulated, and attribution task and consumer behavioral intention were took as criterion variables in the experiment 1 and 2 respectively. The results confirmed the research hypothesis: the subject’ cultural schema was highly activated in the prejudiced group, however, the subjects in the positive in-group condition were not. The phenomenon was observed both in the attribution inclination and consumer behavioral intention, and gained acceptable effect size. Finally, the research limitations and future directions were discussed.
Subjects
numerical distinctiveness
cultural priming
social cognition
SDGs
Type
thesis
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