Abstract:

This study addresses a significant gap in the marketing literature by examining the lack of systematic integration of the dynamic mechanisms through which counter-stereotypical advertising operates and how its effects vary across different media contexts. Counter-stereotypical advertising, which presents information or behaviors that conflict with consumers’ stereotypical cognitive frameworks, has gained prominence, as brands have increasingly embraced diversity and equality themes. However, the existing research remains fragmented, often examining isolated aspects without a unifying theoretical structure.
To bridge this gap, this study introduces an innovative theoretical framework that integrates the stimulus-organism-response (SOR) model from environmental psychology with the antecedents-decisions-outcomes (ADO) analytical structure from systematic literature reviews. This dual-framework approach allows for a comprehensive analysis of counter-stereotypical advertising effects across individual cognitive-affective processes and broader media ecosystems.
The study’s theoretical innovation lies in its original application of the SOR model to counter-stereotyping research, constructing a holistic “Stimulus-Organism-Response” pathway. In this model, stimuli include advertising endorsers (e.g., gender-incongruent spokespersons), content (e.g., narrative and color schemes that defy expectations), and format (e.g., interactive or VR-based ads). The organism component elaborates on a dual-pathway psychological mechanism: (1) a cognitive path in which counter-stereotypic information disrupts automatic processing based on the stereotype content model (SCM), prompting deeper analytic engagement; and (2) an affective path in which such information may trigger either defensive reactions or curiosity-driven acceptance, moderated by cultural and individual factors. Finally, response captures outcomes ranging from increased cognitive flexibility and reduced prejudice to potential backlash effects.
A key conceptual contribution of the study is the introduction of the “threshold effect” in counter-stereotype reception. This suggests that advertising effectiveness follows an inverted U-shaped pattern relative to the intensity of counter-stereotypical cues: moderate incongruity (e.g., a product with an innovative appearance but familiar function) maximizes positive outcomes, whereas extreme deviations often lead to cognitive overload or emotional rejection. This threshold is further shaped by cultural context, product type, and individual traits such as cognitive flexibility.
Moreover, this study offers a practical innovation through the “media compatibility principle”, analyzed via the ADO framework. It systematically differentiates how traditional media (e.g., TV and print) and new media (e.g., social platforms and livestreaming) serve distinct roles in disseminating counter-stereotypes. Traditional media, with their high authority but low interactivity, are better suited for low-intensity counter-stereotypic messages that rely on symbolic, elite-led exemplars. In contrast, new media leverage algorithms, real-time interaction, and user-generated content (UGC) to deliver higher-intensity, immersive experiences that foster deeper emotional engagement and cognitive restructuring.
The interdisciplinary integration of psychology, sociology, communication, and marketing theories enables a nuanced understanding of how counter-stereotypes function across micro and macro levels. Furthermore, this review identifies emerging applications in artificial intelligence (AI), such as the use of virtual influencers with calibrated anthropomorphism or AI-generated narratives to challenge stereotypes, pointing to promising yet underexplored avenues for future research.
In conclusion, this study not only synthesizes existing findings but also offers novel theoretical tools and actionable insights for designing effective counter-stereotypical campaigns. It underscores the necessity of balancing intervention intensity with audience and media contexts to avoid backlash, thereby providing a strategic foundation for researchers and practitioners aiming to leverage advertising as a tool for social change and inclusive communication.

Key words: counter-stereotype, advertising communication, media marketing, stimulus-organism-response theory, antecedents-decisions-outcomes framework