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Seeing Is Eating: How and When Activation of a Negative Stereotype Increases Stereotype-Conducive Behavior

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  • Margaret C. Campbell
  • Gina S. Mohr

Abstract

This research investigates the effect of activation of a negative stereotype on behaviors that are perceived to increase the chance of becoming a member of the stereotyped group. Activation of a negative stereotype (the overweight stereotype) is shown to lead to stereotype-consistent goal commitment (low health goal commitment), which partially explains increases in stereotype-conducive behavior (eating indulgent foods). Two theoretically relevant moderators are proposed and supported. Increased accessibility of the countervailing health goal and increased accessibility of the link between the behavior and membership in the stereotyped group both limit the effect of stereotype activation on stereotype-conducive behavior. Five experiments support the facilitative effect of stereotype activation on stereotype-conducive behavior, the role of goal commitment, and both moderators.

Suggested Citation

  • Margaret C. Campbell & Gina S. Mohr, 2011. "Seeing Is Eating: How and When Activation of a Negative Stereotype Increases Stereotype-Conducive Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 431-444.
    • Handle: RePEc:oup:jconrs:doi:10.1086/659754
    DOI: 10.1086/659754
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    Cited by:

    1. Gustave Adolphe MESSANGA & Sabine Flore NGASSOM PENTCHEU & Sonia NPIANE NGONGUEU, 2021. "Effect of political extremism on the link between the feeling of threat to group’s image and intergroup hostility: The case of the expressions Tontinards and Sardinards in the Cameroonian context," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(3), pages 188-193, March.
    2. Gao, Yixing (Lisa) & Mattila, Anna S., 2017. "The impact of stereotyping on consumers' food choices," Journal of Business Research, Elsevier, vol. 81(C), pages 80-85.
    3. Som, Anirban & Dubelaar, Chris & Chowdhury, Rafi M.M.I., 2019. "The effects of goal orientation on goal pursuit," Journal of Business Research, Elsevier, vol. 104(C), pages 322-332.
    4. Christine Kawa & Patrizia M. Ianiro-Dahm & Jan F. H. Nijhuis & Wim H. Gijselaers, 2021. "Cafeteria Online: Nudges for Healthier Food Choices in a University Cafeteria—A Randomized Online Experiment," IJERPH, MDPI, vol. 18(24), pages 1-13, December.
    5. Otterbring, Tobias & Shams, Poja, 2019. "Mirror, mirror, on the menu: Visual reminders of overweight stimulate healthier meal choices," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 177-183.

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