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Stereotyping in Country Advertising: An Experimental Study

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 May 1992


Examines whether advertising creates stereotyping effects, focusing on effects created in the target group, and not on the content of the advertising message as primarily emphasized in prior research on stereotyping in advertising. Conducts an experimental study using a rather unfamiliar travel destination – Norway – as the target object. The findings reveal that advertising may create changes in the target group′s evaluations of the target object, and result in more coherent and stereotyped knowledge structures.



Grønhaug, K. and Heide, M. (1992), "Stereotyping in Country Advertising: An Experimental Study", European Journal of Marketing, Vol. 26 No. 5, pp. 56-66.




Copyright © 1992, MCB UP Limited