This research examines how counter-stereotypical portrayals influence prosocial behavior across racial groups within the context of medical crowdfunding. Drawing on the stereotype content model and expectancy violation theory, we investigate how messages that contradict stereotypes of racial groups perceived as having low warmth violate expectations about these groups and influence campaign donations. Across two studies—an analysis of over 17,000 crowdfunding campaigns (Studies 1a-c) and an online experiment (N = 688; Study 2)—counter-stereotypical portrayals of warmth were associated with higher donations for Asian and White beneficiaries but with lower donations for Black beneficiaries. Expectancy violations mediated these effects, with Black beneficiaries experiencing smaller positive expectancy shifts than other groups. The findings highlight the differential effects of warm-based portrayals across racial groups when used to challenge stereotypes. The study advances theoretical frameworks on stereotypes and expectancy violations while offering practical guidance for more effective and equitable messaging strategies.
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