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Stereotype Threat in the Marketplace: Consumer Anxiety and Purchase Intentions


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  • Kyoungmi Lee
  • Hakkyun Kim
  • Kathleen D. Vohs
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    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 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 out-group (vs. in-group) 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.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 38 (2011)
    Issue (Month): 2 ()
    Pages: 343 - 357

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    Handle: RePEc:ucp:jconrs:doi:10.1086/659315

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    Cited by:
    1. El-Bassiouny, Noha, 2014. "The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers," Journal of Business Research, Elsevier, vol. 67(2), pages 42-49.


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