Consumer Response to Stereotype Threat Related to Dissociative Groups

Mohammed El Hazzouri, University of Manitoba, Canada
Sergio Carvalho, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
Consumer research suggests that consumers avoid selecting products that are associated with dissociative groups. Research in social psychology has demonstrated that people’s performance can be impaired when they face a stereotype threat. Building on those two research streams, we investigate how people react to a stereotype threat when the stereotype is related to a dissociative group. Using two empirical studies, we found that males, when faced with a stereotype threat related to females, perform well and enjoy a gift-wrapping task only when an excuse is provided to them that can protect them from being associated with the female group.
[ to cite ]:
Mohammed El Hazzouri, Sergio Carvalho, and Kelley Main (2010) ,"Consumer Response to Stereotype Threat Related to Dissociative Groups", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 791-792 .