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Inferences about the Brand from Counterstereotypical Service Providers

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  • Shashi Matta
  • Valerie S. Folkes

Abstract

We compared effects of information about a stereotypical service provider with that about a counterstereotypical service provider on inferences about the similarity of employees within the firm and the firm's similarity to other firms (across-brand differentiation). Our three experiments varied the provider's gender so that it was either stereotypical or counterstereotypical for an occupation. Consistent with previous research, information about a counterstereotypical employee whose behavior violated expectancies decreased the perception of similarity between the individual and other employees compared with when the employee was stereotypical. However, that same information increased the perception that the firm was superior to other firms. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Shashi Matta & Valerie S. Folkes, 2005. "Inferences about the Brand from Counterstereotypical Service Providers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 196-206, September.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:2:p:196-206
    DOI: 10.1086/432229
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    Cited by:

    1. Gutiérrez, Angélica S. & Saint Clair, Julian K., 2018. "Do organizations' diversity signals threaten members of the majority group? The case of employee professional networks," Journal of Business Research, Elsevier, vol. 89(C), pages 110-120.
    2. Wang, Ze & Arndt, Aaron D. & Singh, Surendra N. & Biernat, Monica & Liu, Fan, 2013. "“You Lost Me at Hello”: How and when accent-based biases are expressed and suppressed," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 185-196.
    3. T. Bettina Cornwell & Michael S. Humphreys & Emerald A. Quinn & Anna R. McAlister, 2012. "Memory of Sponsorship-Linked Marketing Communications," SAGE Open, , vol. 2(4), pages 21582440124, December.
    4. Vanhouche, Wouter & Alba, Joseph W., 2009. "Generalizing from negative experiences," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 238-244.
    5. Fleischer, Hannes, 2020. "Stereotypes in Services - A Systematic Literature Review to Move from Scattered Insights to Generalizable Knowledge," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 216-236.

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