publication . Article . Other literature type . 2011

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

Gina S. Mohr; Margaret C. Campbell;
Open Access
  • Published: 01 Oct 2011 Journal: Journal of Consumer Research, volume 38, issue 3, pages 431-431
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 effec...
free text keywords: Marketing, Economics and Econometrics, Business and International Management, Arts and Humanities (miscellaneous), Anthropology, Developmental psychology, Stereotypy (non-human), Negative stereotype, Psychology, Stereotype, media_common.quotation_subject, media_common, Social psychology, Goal commitment
Related Organizations
Any information missing or wrong?Report an Issue