26 
22消费市场中普遍存在对弱势群体的刻板印象，这些刻板印象阻碍了相关弱势群体在消费市场中获得公平的权利和机会。本文聚焦于性别弱势、年龄弱势和身体弱势这三类具有代表性的弱势群体，通过对相关研究的回顾，系统梳理了弱势群体刻板印象的表现和影响因素，刻板印象对弱势群体行为的影响，刻板印象对弱势群体产生行为影响的解释机制，以及企业对弱势群体刻板印象的营销管理策略，在此基础上构建了一个整合性研究框架，并对未来研究方向进行了展望。本文的研究对于促进消费市场的多元、公平和包容，提升品牌的社会价值和市场价值具有启示意义。
营销领域弱势群体刻板印象研究评述和展望
摘要
参考文献
1 陈清, 赵玉芳. 刻板印象威胁对负性基本情绪和自我意识情绪的影响[J]. 中国心理卫生杂志, 2024, 38(10): 908-914. DOI:10.3969/j.issn.1000-6729.2024.10.012
2 段瑞焜, 吴以琪. 差异、偏见还是不公: 企业数智化对女性领导任用的影响研究[J]. 外国经济与管理, 2024, 46(10): 39-54. DOI:10.16538/j.cnki.fem.20240901.105
7 吴欣桐, 陈劲, 梅亮, 等. 刻板印象: 女性创新者在技术创新中的威胁抑或机会?[J]. 外国经济与管理, 2017, 39(11): 45-60. DOI:10.16538/j.cnki.fem.2017.11.004
8 徐佳, 陈毅文, 张玉婷. 4—9岁儿童在智力、助人和玩具领域性别刻板印象发展[J]. 中国临床心理学杂志, 2022, 30(5): 1039-1042. DOI:10.16128/j.cnki.1005-3611.2022.05.006
9 余秋梅. 认知负荷对个人理论影响刻板印象相关信息加工的调节作用[J]. 中国临床心理学杂志, 2015, 23(4): 630-634. DOI:10.16128/j.cnki.1005-3611.2015.04.014
10 张宝山, 金豆, 马梦佳, 等. 消极刻板印象对老年人医疗决策的影响及归因偏差的作用[J]. 心理学报, 2022, 54(8): 951-963.
11 张慧, 韩梦薇, 刘德文, 等. 性别刻板印象与女性创业活动: 研究综述与未来展望[J]. 外国经济与管理, 2025, 47(8): 102-118. DOI:10.16538/j.cnki.fem.20241213.401
12 Ali A, Hassiotis A, Strydom A, et al. Self stigma in people with intellectual disabilities and courtesy stigma in family carers: Asystematic review[J]. Research in Developmental Disabilities, 2012, 33(6): 2122-2140. DOI:10.1016/j.ridd.2012.06.013
13 Amatulli C, Peluso A M, Guido G, et al. When feeling younger depends on others: The effects of social cues on older consumers[J]. Journal of Consumer Research, 2018, 45(4): 691-709. DOI:10.1093/jcr/ucy034
14 Arsel Z, Crockett D, Scott M L. Diversity, equity, and inclusion (DEI) in the Journal of Consumer Research: A curation and research agenda[J]. Journal of Consumer Research, 2022, 48(5): 920-933. DOI:10.1093/jcr/ucab057
15 Bae H, Jo S H, Han S M, et al. Influence of negative age stereotypes and anti-aging needs on older consumers’ consumption-coping behaviours: A qualitative study in South Korea[J]. International Journal of Consumer Studies, 2018, 42(3): 295-305. DOI:10.1111/ijcs.12416
16 Baker S M. Consumer normalcy: Understanding the value of shopping through narratives of consumers with visual impairments[J]. Journal of Retailing, 2006, 82(1): 37-50. DOI:10.1016/j.jretai.2005.11.003
17 Bandura A. Social learning theory[M]. Englewood Cliffs: Prentice Hall, 1977.
18 Berg H, Liljedal K T. Elderly consumers in marketing research: A systematic literature review and directions for future research[J]. International Journal of Consumer Studies, 2022, 46(5): 1640-1664. DOI:10.1111/ijcs.12830
19 Beudaert A, Mason M, Nau J P. The social model and consumers with disabilities research: Contributions, criticisms, and call for new perspectives[J]. Journal of Marketing Management, 2024, 40(5-6): 481-511. DOI:10.1080/0267257X.2023.2289379
20 Briers B, Huh Y E, Chan E, et al. Intergenerational effects of lay beliefs: How parents’ unhealthy = tasty intuition influences their children’s food consumption and body mass index[J]. Journal of Consumer Research, 2024, 50(6): 1074-1096. DOI:10.1093/jcr/ucad048
21 Brough A R, Wilkie J E B, Ma J J, et al. Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption[J]. Journal of Consumer Research, 2016, 43(4): 567-582. DOI:10.1093/jcr/ucw044
22 Campbell C, Sands S, McFerran B, et al. Diversity representation in advertising[J]. Journal of the Academy of Marketing Science, 2025, 53(2): 588-616. DOI:10.1007/s11747-023-00994-8
23 Caspi A, Daniel M, Kavé G. Technology makes older adults feel older[J]. Aging & Mental Health, 2019, 23(8): 1025-1030. DOI:10.1080/13607863.2018.1479834
24 Chauhan V, Gupta M, Das G. Empowered by representation: How plus-size models create brand evangelists[J]. Psychology & Marketing, 2025, 42(1): 236-254. DOI:10.1002/mar.22122
25 Cheryan S, Plaut V C, Davies P G, et al. Ambient belonging: How stereotypical cues impact gender participation in computer science[J]. Journal of Personality and Social Psychology, 2009, 97(6): 1045-1060. DOI:10.1037/a0016239
26 Dai X C, Lin Y, Liang J P, et al. Appearance for females, functionality for males? The false lay belief about gender difference in product preference[J]. Journal of Consumer Research, 2024, 50(6): 1136-1156. DOI:10.1093/jcr/ucad054
27 Davis N, Kim T. ‘Woman-owned business’ labels enhance perceived competence[J]. Journal of Consumer Research, 2025, 52(1): 115-134. DOI:10.1093/jcr/ucae050
28 Dholakia R R, Chiang K P. Shoppers in cyberspace: Are they from Venus or Mars and does it matter?[J]. Journal of Consumer Psychology, 2003, 13(1-2): 171-176. DOI:10.1207/S15327663JCP13-1&2_15
29 Dionigi R A. Stereotypes of aging: Their effects on the health of older adults[J]. Journal of Geriatrics, 2015: 954027. DOI:10.1155/2015/954027
30 Eisend M. A meta-analysis of gender roles in advertising[J]. Journal of the Academy of Marketing Science, 2010, 38(4): 418-440. DOI:10.1007/s11747-009-0181-x
31 Festinger L. Cognitive dissonance[J]. Scientific American, 1962, 207(4): 93-106. DOI:10.1038/scientificamerican1062-93
32 Fischer E, Arnold S J. More than a labor of love: Gender roles and Christmas gift shopping[J]. Journal of Consumer Research, 1990, 17(3): 333-345. DOI:10.1086/208561
33 Fiske S T, Cuddy A J C, Glick P, et al. A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition[J]. Journal of Personality and Social Psychology, 2002, 82(6): 878-902. DOI:10.1037/0022-3514.82.6.878
34 Ford N, Trott P, Simms C. Exploring the impact of packaging interactions on quality of life among older consumers[J]. Journal of Marketing Management, 2016, 32(3-4): 275-312. DOI:10.1080/0267257X.2015.1123758
35 Gaucher D, Friesen J, Kay A C. Evidence that gendered wording in job advertisements exists and sustains gender inequality[J]. Journal of Personality and Social Psychology, 2011, 101(1): 109-128. DOI:10.1037/a0022530
36 Gilly M C, Zeithaml V A. The elderly consumer and adoption of technologies[J]. Journal of Consumer Research, 1985, 12(3): 353-357. DOI:10.1086/208521
37 Grewal L, van der Sluis H. Hidden barriers to marketplace disability accessibility: An empirical analysis of the role of perceived trade-offs[J]. Journal of Consumer Research, 2024, 51(1): 66-78. DOI:10.1093/jcr/ucad051
38 Groeppel-Klein A, Helfgen J, Spilski A, et al. The impact of age stereotypes on elderly consumers’ self-efficacy and cognitive performance[J]. Journal of Strategic Marketing, 2017, 25(3): 211-225. DOI:10.1080/0965254X.2017.1299787
39 Guilbeault D, Delecourt S, Desikan B S. Age and gender distortion in online media and large language models[J]. Nature, 2025, 646(8087): 1129-1137. DOI:10.1038/s41586-025-09581-z
40 Haft S L, Greiner de Magalhães C, Hoeft F. A systematic review of the consequences of stigma and stereotype threat for individuals with specific learning disabilities[J]. Journal of Learning Disabilities, 2023, 56(3): 193-209. DOI:10.1177/00222194221087383
41 Hess T M, Auman C, Colcombe S J, et al. The impact of stereotype threat on age differences in memory performance[J]. The Journals of Gerontology: Series B, 2003, 58(1): P3-P11. DOI:10.1093/geronb/58.1.P3
42 Higgins L. Psycho-emotional disability in the marketplace[J]. European Journal of Marketing, 2020, 54(11): 2675-2695. DOI:10.1108/EJM-02-2019-0191
43 Hilton J L, von Hippel W. Stereotypes[J]. Annual Review of Psychology, 1996, 47: 237-271. DOI:10.1146/annurev.psych.47.1.237
44 Husemann K C, Zeyen A, Higgins L. Marketplace accessibility: A service-provider perspective[J]. European Journal of Marketing, 2023, 57(9): 2544-2571. DOI:10.1108/EJM-04-2022-0280
45 Inzlicht M, Kang S K. Stereotype threat spillover: How coping with threats to social identity affects aggression, eating, decision making, and attention[J]. Journal of Personality and Social Psychology, 2010, 99(3): 467-481. DOI:10.1037/a0018951
46 Ironico S. The active role of children as consumers[J]. Young Consumers, 2012, 13(1): 30-44. DOI:10.1108/17473611211203920
47 Jamal A. Marketing in a multicultural world: The interplay of marketing, ethnicity and consumption[J]. European Journal of Marketing, 2003, 37(11-12): 1599-1620.
48 John D R, Cole C A. Age differences in information processing: Understanding deficits in young and elderly consumers[J]. Journal of Consumer Research, 1986, 13(3): 297-315. DOI:10.1086/209070
49 John D R, Whitney Jr J C. The development of consumer knowledge in children: A cognitive structure approach[J]. Journal of Consumer Research, 1986, 12(4): 406-417. DOI:10.1086/208526
50 Karniouchina E V, Carson S J, Theokary C, et al. Women and minority film directors in Hollywood: Performance implications of product development and distribution biases[J]. Journal of Marketing Research, 2023, 60(1): 25-51. DOI:10.1177/00222437221100217
51 Khan U, Kim S, Choi S, et al. Diversity representations in advertising: Enhancing variety perceptions and brand outcomes[J]. Journal of Consumer Research, 2025, 52(1): 179-204. DOI:10.1093/jcr/ucae060
52 Kray L J, Thompson L, Galinsky A. Battle of the sexes: Gender stereotype confirmation and reactance in negotiations[J]. Journal of Personality and Social Psychology, 2001, 80(6): 942-958. DOI:10.1037/0022-3514.80.6.942
53 Krishna A, Orhun A Y. Gender (still) matters in business school[J]. Journal of Marketing Research, 2022, 59(1): 191-210. DOI:10.1177/0022243720972368
54 Lambert-Pandraud R, Laurent G. Why do older consumers buy older brands? The role of attachment and declining innovativeness[J]. Journal of Marketing, 2010, 74(5): 104-121. DOI:10.1509/jmkg.74.5.104
55 Lamberton C, Wein T, Morningstar A, et al. Marketing’s role in promoting dignity and human rights: A conceptualization for assessment and future research[J]. Journal of the Academy of Marketing Science, 2024, 52(5): 1391-1411. DOI:10.1007/s11747-024-01008-x
56 Lee K, Kim H, Vohs K D. Stereotype threat in the marketplace: Consumer anxiety and purchase intentions[J]. Journal of Consumer Research, 2011, 38(2): 343-357. DOI:10.1086/659315
57 Liu P J, Haws K L. Weight stigma: Do we believe that everyone can enjoy healthy behaviors?[J]. Journal of Experimental Social Psychology, 2024, 114: 104630. DOI:10.1016/j.jesp.2024.104630
58 Luo Y, Yip P S F, Zhang Q P. Positive association between Internet use and mental health among adults aged ≥ 50 years in 23 countries[J]. Nature Human Behaviour, 2025, 9(1): 90-100. DOI:10.1038/s41562-024-02048-7
59 Maftei A, Merlici I A. Am I thin enough? Social media use and the ideal body stereotype: The mediating role of perceived socio-cultural pressure and the moderating role of cognitive fusion[J]. Current Psychology, 2023, 42(24): 21071-21084. DOI:10.1007/s12144-022-02938-x
60 Masicampo E J, Baumeister R F. Toward a physiology of dual-process reasoning and judgment: Lemonade, willpower, and expensive rule-based analysis[J]. Psychological Science, 2008, 19(3): 255-260. DOI:10.1111/j.1467-9280.2008.02077.x
61 Mecredy P, Wright M, Feetham P, et al. Re-examining age-related loyalty for low-involvement purchasing[J]. European Journal of Marketing, 2022, 56(7): 1773-1798. DOI:10.1108/EJM-06-2021-0440
62 Meyers-Levy J, Loken B. Revisiting gender differences: What we know and what lies ahead[J]. Journal of Consumer Psychology, 2015, 25(1): 129-149. DOI:10.1016/j.jcps.2014.06.003
63 Moschis G P. Consumer behavior in later life: Multidisciplinary contributions and implications for research[J]. Journal of the Academy of Marketing Science, 1994, 22(3): 195-204. DOI:10.1177/0092070394223001
64 Nowicki E A, Sandieson R. A meta-analysis of school-age children’s attitudes towards persons with physical or intellectual disabilities[J]. International Journal of Disability, Development and Education, 2002, 49(3): 243-265. DOI:10.1080/1034912022000007270
65 Pantano E, Viassone M, Boardman R, et al. Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping[J]. Journal of Retailing and Consumer Services, 2022, 68: 103074. DOI:10.1016/j.jretconser.2022.103074
66 Papadopoulos S, Brennan L. Correlates of weight stigma in adults with overweight and obesity: A systematic literature review[J]. Obesity, 2015, 23(9): 1743-1760. DOI:10.1002/oby.21187
67 Pogacar R, Angle J, Lowrey T M, et al. Is Nestlé a lady? The feminine brand name advantage[J]. Journal of Marketing, 2021, 85(6): 101-117. DOI:10.1177/0022242921993060
68 Pouwels J L, Araujo T, van Atteveldt W, et al. Integrating communication science and computational methods to study content-based social media effects[J]. Communication Methods and Measures, 2024, 18(2): 115-123. DOI:10.1080/19312458.2023.2285766
69 Proserpio D, Troncoso I, Valsesia F. Does gender matter? The effect of management responses on reviewing behavior[J]. Marketing Science, 2021, 40(6): 1199-1213. DOI:10.2139/ssrn.3662840
70 Puhl R, Brownell K D. Ways of coping with obesity stigma: Review and conceptual analysis[J]. Eating Behaviors, 2003, 4(1): 53-78. DOI:10.1016/S1471-0153(02)00096-X
71 Puhl R M, Himmelstein M S, Pearl R L. Weight stigma as a psychosocial contributor to obesity[J]. American Psychologist, 2020, 75(2): 274-289. DOI:10.1037/amp0000538
72 Qayyum A, Jamil R A, Shah A M, et al. Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention[J]. Journal of Retailing and Consumer Services, 2023, 75: 103515. DOI:10.1016/j.jretconser.2023.103515
73 Rathee S, Banker S, Mishra A, et al. Algorithms propagate gender bias in the marketplace—with consumers’ cooperation[J]. Journal of Consumer Psychology, 2023, 33(4): 621-631. DOI:10.1002/jcpy.1351
74 Rosenthal B, Cardoso F, Abdalla C. (Mis) Representations of older consumers in advertising: Stigma and inadequacy in ageing societies[J]. Journal of Marketing Management, 2021, 37(5-6): 569-593. DOI:10.1080/0267257X.2020.1850511
75 Rydell R J, McConnell A R, Beilock S L. Multiple social identities and stereotype threat: Imbalance, accessibility, and working memory[J]. Journal of Personality and Social Psychology, 2009, 96(5): 949-966. DOI:10.1037/e566962012-057
76 Schlager T, Mohan B, DeCelles K, et al. Consumers—especially women—avoid buying from firms with higher gender pay gaps[J]. Journal of Consumer Psychology, 2021, 31(3): 518-531. DOI:10.1002/jcpy.1219
77 Schmader T, Johns M. Converging evidence that stereotype threat reduces working memory capacity[J]. Journal of Personality and Social Psychology, 2003, 85(3): 440-452. DOI:10.1037/0022-3514.85.3.440
78 Schnurr B, Halkias G. Made by her vs. him: Gender influences in product preferences and the role of individual action efficacy in restoring social equalities[J]. Journal of Consumer Psychology, 2023, 33(3): 510-528. DOI:10.1002/jcpy.1327
79 Shaddy F, Friedman E M S, Toubia O. Fairness perceptions in demographic targeting[J/OL]. Journal of Consumer Research, https://doi.org/10.1093/jcr/ucaf048, 2025-08-25.
80 Shulman J D, Gu Z Y. Making inclusive product design a reality: How company culture and research bias impact investment[J]. Marketing Science, 2024, 43(1): 73-91. DOI:10.1287/mksc.2023.1438
81 Singh G, Sharma S. Obese customers’ fitness goal disclosure on social media: Exploring weight-loss image sharing on emotions and healthy lifestyle aspirations[J]. European Journal of Marketing, 2022, 56(11): 3138-3167. DOI:10.1108/EJM-07-2021-0518
82 Skurnik I, Yoon C, Park D C, et al. How warnings about false claims become recommendations[J]. Journal of Consumer Research, 2005, 31(4): 713-724. DOI:10.1086/426605
83 Tepper K. The role of labeling processes in elderly consumers’ responses to age segmentation cues[J]. Journal of Consumer Research, 1994, 20(4): 503-519. DOI:10.1086/209366
84 van der Sluis H, Samper A, Kristofferson K, et al. How do physical disability cues influence assumptions about consumer tastes? Unpacking the disability preference stereotype[J]. Journal of Consumer Research, 2025, 51(5): 916-936. DOI:10.1093/jcr/ucae031
85 Wang J Q, Wei C. Does featuring people with disabilities help or hurt fashion marketing effectiveness?[J]. Journal of Marketing Research, 2025, 62(4): 582-600. DOI:10.1177/00222437241309310
86 Westberg K, Reid M, Kopanidis F. Age identity, stereotypes and older consumers’ service experiences[J]. Journal of Services Marketing, 2021, 35(1): 54-64. DOI:10.1108/JSM-10-2019-0386
87 Wilson-Nash C, Tinson J. ‘I am the master of my fate’: Digital technology paradoxes and the coping strategies of older consumers[J]. Journal of Marketing Management, 2022, 38(3-4): 248-278. DOI:10.1080/0267257X.2021.1945662
88 Wright S C, Taylor D M, Moghaddam F M. Responding to membership in a disadvantaged group: From acceptance to collective protest[J]. Journal of Personality and Social Psychology, 1990, 58(6): 994-1003. DOI:10.1037/0022-3514.58.6.994
89 Yin Y L, Li R O, Su Y. The effect of gender-neutral marketing on consumer attribute preference[J]. Journal of Marketing Research, 2025, 62(6): 1026-1044. DOI:10.1177/00222437251320605
90 Yu H, Tullio-Pow S, Akhtar A. Retail design and the visually impaired: A needs assessment[J]. Journal of Retailing and Consumer Services, 2015, 24: 121-129. DOI:10.1016/j.jretconser.2015.03.001
91 Yuan Y, Liu X, Zhang S Y, et al. Gender and racial price disparities in the NFT marketplace[J]. International Journal of Research in Marketing, 2025, 42(3): 644-667. DOI:10.1016/j.ijresmar.2024.08.008
引用本文
柳武妹, 叶星星, 刘伟. 营销领域弱势群体刻板印象研究评述和展望[J]. 外国经济与管理, 2026, 48(3): 97-116.
导出参考文献，格式为：
