Department of Psychology, University of Wisconsin-Madison.
Perspect Psychol Sci. 2020 May;15(3):608-629. doi: 10.1177/1745691619896622. Epub 2020 Feb 10.
Prejudice researchers have proposed a number of methods to reduce prejudice, drawing on and, in turn, contributing to our theoretical understanding of prejudice. Despite this progress, relatively few of these methods have been shown to reliably improve intergroup relations in real-world settings, resulting in a gap between our theoretical understanding of prejudice and real-world applications of prejudice-reduction methods. In this article, we suggest that incorporating principles from another field, social marketing, into prejudice research can help address this gap. Specifically, we describe three social-marketing principles and discuss how each could be used by prejudice researchers. Several areas for future research inspired by these principles are discussed. We suggest that a hybrid approach to research that uses both theory-based and problem-based principles can provide additional tools for field practitioners aiming to improve intergroup relations while leading to new advances in social-psychological theory.
偏见研究人员提出了许多减少偏见的方法，这些方法借鉴并促进了我们对偏见的理论理解。尽管取得了这些进展，但这些方法中只有相对较少的方法被证明能够可靠地改善现实世界环境中的群体间关系，从而导致我们对偏见的理论理解与减少偏见方法的实际应用之间存在差距。在本文中，我们认为将另一个领域——社会营销的原则纳入偏见研究可以帮助解决这一差距。具体来说，我们描述了三个社会营销原则，并讨论了偏见研究人员如何使用每个原则。讨论了受这些原则启发的几个未来研究领域。我们建议，采用基于理论和基于问题的原则相结合的混合研究方法，可以为旨在改善群体间关系的领域从业者提供额外的工具，同时为社会心理学理论带来新的进展。
