The Influence of Incidental Tokenism on Attitudes Toward Stereotype-Typifying Products

Iman Paul , Georgia Institute of Technology, USA
Jeffrey R. Parker , Georgia State University, USA
Sara Loughran Dommer, Georgia Institute of Technology, USA
Five studies find that being a token in an incidental consumer group activates the negative stereotypes associated with the tokenized identity. Consequently, incidental tokens report less favorable private attitudes toward products that typify the negative stereotypes of their tokenized identity in an attempt to avoid conforming to those negative stereotypes.
[ to cite ]:
Iman Paul , Jeffrey R. Parker , and Sara Loughran Dommer (2017) ,"The Influence of Incidental Tokenism on Attitudes Toward Stereotype-Typifying Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 200-205.