Dealing with Stereotypes and Cross Media Challenges in Corporate Communication

Chapter
Part of the Europäische Kulturen in der Wirtschaftskommunikation book series (EKW)

Abstract

Stereotypes are mental devices that help to save humans’ limited cognitive resources by reducing everyday complexity. Furthermore, they are activated fast and nearly automatically. In times of a huge amount of communication that leads to an information overload on the consumers’ side, stereotypes are a helpful advertising instrument to get consumers’ attention. The present paper focuses on the challenges of using stereotypes in advertising messages in an international context, following the idea of a company’s integrated communication strategy. Furthermore, a two-step procedure is proposed that examines possible adaptation strategies considering these circumstances.

Keywords

Marketing Posit Alan Verse Timothy 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Allport, Gordon W. (1954): The nature of prejudice. Cambridge, MA: Perseus Books.Google Scholar
  2. Aronson, Elliot, Wilson, Timothy D., & Akert, Robin M. (2013): Social Psychology, 8th edition Upper Saddle River, NJ: Pearson Education.Google Scholar
  3. Brewer, Marilyn B. (1988): A dual process model of impression formation. In: Wyer & Srull (1988): 1–36.Google Scholar
  4. Bruhn, Manfred (2009): Integrierte Unternehmens- und Markenkommunikation: Strategische Planung und operative Umsetzung, 5th edition. Stuttgart: Schäffer-Poeschel.Google Scholar
  5. Crosby, Faye, Bromley, Stephanie, & Saxe, Leonard (1980): Recent unobtrusive studies of Black and White discrimination and prejudice: A literature review. In: Psychological Bulletin, 87(3). 1980. 546–563.Google Scholar
  6. Cuddy, Amy J.C., & Fiske, Susan T. (2002): Doddering, but Dear: Process, Content, and Function in Stereotyping of Older Persons. In Nelson (2005): 3–26.Google Scholar
  7. Devine, Patricia G. (1989): Stereotypes and Prejudice: Their Automatic and Controlled Components. In: Journal of Personality and Social Psychology 56. 1989. 5–18.Google Scholar
  8. Dovidio, John F., Hewstone, Miles, Glick, Peter, & Esses, Victoria M. (2010). Prejudice, stereotyping, and discrimination: Theoretical and empirical overview. In: Dovidio et al. (2010): 5–28.Google Scholar
  9. Dovidio, John F., Hewstone, Miles, Glick, Peter, & Esses, Victoria M. (ed.) (2010). Prejudice, stereotyping, and discrimination: Theoretical and empirical overview: The SAGE handbook of prejudice, stereotyping and discrimination.Google Scholar
  10. Eisend, Martin (2010): A meta-analysis of gender roles in advertising. In: Journal of the Academy of Marketing Science, 38(4). 418–440.CrossRefGoogle Scholar
  11. Fiske, Susan T., Cuddy, Amy J., Glick, Peter, & Xu, Jun (2002). A Model of (Often Mixed) Stereotype Content: Competence and Warmth Respectively Follow From Perceived Status and Competition. In: Journal of personality and social psychology, 82(6). 2002. 878.Google Scholar
  12. Fiske, Susan T., & Neuberg, Steven L. (1990). A Continuum of Impression Formation, From Category-based to Individuating Processes: Influences of Information and Motivation on Attention and Interpretation. In: Zanna (Ed.), Advances in experimental social psychology (pp. 1–74). New York: Academic Press.Google Scholar
  13. Gilbert, Daniel T. & Hixon, J. Gregory (1991): The Trouble of Thinking: Activation and Application of Stereotypic Beliefs. In: Journal of Personality and Social Psychology, 60(4). 1991. 509–517.Google Scholar
  14. Greenwald, Anthony G., & Banaji, Mahzarin R. (1995): Implicit Social Cognition: Attitudes, Self-Esteem, and Stereotypes. In: Psychological Review, 102(1). 1995. 4–27.Google Scholar
  15. Hilton, James L. & Von Hippel, William (1996): Stereotypes. In: Annual review of psychology, 47(1). 1996. 237–271.Google Scholar
  16. Homburg, Christian, Krohmer, Harley (2006): Marketingmanagement. Strategien – Instrumente – Umsetzung – Unternehmensführung. 2nd edition. Wiesbaden: Springer Gabler.Google Scholar
  17. Kirchner, Karin (2001): Integrierte Unternehmenskommunikation. Theoretische und empirische Bestandsaufnahme und eine Analyse amerikanischer Großunternehmen. Wiesbaden: Westdeutscher.Google Scholar
  18. Kroeber-Riel, Werner (1987): Informationsüberlastung durch Massenmedien und Werbung in Deutschland. In: Die Betriebswirtschaft, 47(3). 1987. 257–264.Google Scholar
  19. Lippmann, Walter (1922): Public Opinion. New York: The Free Press.Google Scholar
  20. Macrae, C. Neil, Milne, Alan B., & Bodenhausen, Galen V., (1994): Stereotypes as energy-saving devices: A peek inside the cognitive toolbox. In: Journal of Personality and Social Psychology, 66(1). 1994. 37–47.Google Scholar
  21. Moriarty, Sandra, Mitchell, Nancy D., & Wells, William D. (2009). Advertising: Principles and Practice. 8th edition. New Jersey: Pearson Education International.Google Scholar
  22. Nelson, Todd D. (ed.) (2004): Ageism: Stereotyping and prejudice against older persons. Cambridge, Massachusetts: MIT press.Google Scholar
  23. O´Guinn, Thomas, Allen, Chris T., Semenik, Richard J. (2002): Advertising and Integrated Brand Promotion. 3rd edition. Mason: South-Western College Pub.Google Scholar
  24. Pickton, David, Broderick, Amanda (2005): Integrated Marketing Communication. 2nd edition. Essex: Pearson Education Ltd.Google Scholar
  25. Schultz, Don E., Kitchen, Philip J. (2004): Managing the Changes in Corporate Branding and Communication: Closing and Re-Opening the Corporate Umbrella. In: Corporate Reputation Review, 6(4). 2004. 347–366.Google Scholar
  26. Stumpf, Marcus (2005): Erfolgskontrolle der Integrierten Kommunikation. Messung des Entwicklungsstandes integrierter Kommunikationsarbeit in Unternehmen. Wiesbaden: Gabler.CrossRefGoogle Scholar
  27. Wyer, Robert S. & Srull, Thomas K. (Eds.) (1988): A Dual Model of Impression Formation: Advances in Social Cognition. 1st edition. Hillsdale, NJ: Erlbaum.Google Scholar
  28. ZAW (Zentralverband der deutschen Werbewirtschaft) (2014): Werbung in Deutschland. Bonn.Google Scholar

Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.AachenDeutschland
  2. 2.StuttgartDeutschland

Personalised recommendations