Stereotype Threat in the Marketplace:
نویسندگان
چکیده
How do consumers react when they believe that a transaction partner will view them through the lens of a stereotype? We predicted and found that being aware of a negative stereotype about a group to which one belongs (e.g., gender) made consumers sensitive to whether service providers were ingroup versus outgroup members, and lowered purchase intentions when the provider was an outgroup member. We observed stereotype threat effects across diverse marketplace settings: financial services (experiment 1), automobile repairs (experiment 2), and automobile purchases (experiment 3). Furthermore, we found that reluctance to purchase from outgroup (versus ingroup) members was caused by heightened anxiety. The presence of a soothing scent, as a situational factor to alleviate anxiety, mitigated stereotype threat effects on marketplace decisions.
منابع مشابه
Stereotype Threat in the Marketplace: Consumer Anxiety and Purchase Intentions
How do consumers react when they believe that a transaction partner will view them through the lens of a stereotype? We predicted and found that being aware of a negative stereotype about a group to which one belongs (e.g., gender) made consumers sensitive to whether service providers were in-group versus out-group members and lowered purchase intentions when the provider was an out-group membe...
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