Fight Fire With Fire: Using One Consumer Stereotype to Overcome Another Via Conceptual- Contingency Learning

Julian Saint Clair, Loyola Marymount University, USA
Mitchell Hamilton, Loyola Marymount University, USA
Delancy Bennett, Clemson University, USA
Whether counter-stereotypical diversity campaigns (e.g., ads for STEM programs with female spokespersons) are helpful or harmful depends on whether or not the campaign facilitates a positive link between the stereotyped domain and a second-order concept that is stereotypically associated with the group (e.g., science = beautiful, beauty = female, thus science = female).
[ to cite ]:
Julian Saint Clair, Mitchell Hamilton, and Delancy Bennett (2017) ,"Fight Fire With Fire: Using One Consumer Stereotype to Overcome Another Via Conceptual- Contingency Learning ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 860-861.