Portal de Periódicos da CAPES

Priming Sex-Role Stereotypic Event Schemas With Rock Music Videos: Effects on Impression Favorability, Trait Inferences, and Recall of a Subsequent Male-Female Interaction

1989; Taylor & Francis; Volume: 10; Issue: 4 Linguagem: Inglês

10.1207/s15324834basp1004_6

1532-4834

Christine Hansen,

Cultural Differences and Values

Two experiments examined the effects of priming on appraisal and recall of a subsequent social interaction. Popular rock music videos depicting sex-role stereotypic themes were used to prime sex-role stereotypic schemas. Two commonly available sex-role stereotypic event schemas ("boy-meets-girl" and "boy-dumps-girl") were identified in rock music videos. Subjects were exposed to one of these two types of videos (or neutral videos) before watching an interaction between a man and a woman that had been constructed to be schematically consistent or inconsistent with either the boy-meets-girl or the boy-dumps-girl schema. In Experiment 1, consistent with predictions from contemporary schematic processing theories, greater and more accurate recall of the actors' behaviors was found when the interaction was schema-inconsistent with the priming videos than when it was schema-consistent. In addition, after either stereotypic priming videos, both actors were liked more when their behavior was schema-consistent than when it was schema-inconsistent. Trait judgments in Experiment 2 showed that more positive traits were also ascribed to both actors when behaviors occurring during the interaction had been made schema-consistent rather than schema-inconsistent by the priming videos. The findings argue that, by serving as priming stimuli, rock music videos can produce strong, predictable, and nonconscious cognitive effects on viewers.