How Stereotype Targets Perceive Positive Stereotypes

Linyun Yang , Duke University, USA
Tanya Chartrand, Fuqua school of Business, Duke University, USA
Gavan Fitzsimons, Duke University, USA
It is well established that the portrayal of negative stereotypes in the media is frowned upon, but it is less clear how positive stereotypes are viewed, particularly by stereotype targets. We find that an individuals' level of identification with the group influences how they perceive positive stereotyping of their ingroup. High identifiers, who are more sensitive to threats to their group, interpret the portrayal of positive stereotypes more negatively than low identifiers, and we find that this interpretation leads to more negative evaluations of advertisements that promote these positive stereotypes.
[ to cite ]:
Linyun Yang , Tanya Chartrand, and Gavan Fitzsimons (2010) ,"How Stereotype Targets Perceive Positive Stereotypes", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 170-173 .