Consumer Behaviour Stereotype

Question :

What is A stereotype about a particular object or individual?

Answer :

The stereotype is an expectation that individuals may have towards an individual or a group of individuals. The type of expectation of an individual towards a certain object or individual varies significantly (Hoyt & Murphy, 2016). For example, an individual can develop a stereotype view towards the personality, ability, or preference of another individual or a group of individuals. There are four types of stereotypes such as Paternalistic Stereotyping, Admiration Stereotyping, Contemptuous Stereotyping, and Envious Stereotyping. 

Paternalistic stereotyping

One group of individuals considers another group of individuals as less competent to harm them. They are perceived as inclined to in-group. They are not capable of harming the in-group. Under this stereotype, a particular group of people is considered as less competitive. Their status is also low. It can be better understood with the help of an example (Silvestre et al., 2017). Elderly people are being stereotyped as warm but less competitive by Americans. Housewives are also considered under this stereotype because they are also not considered competent. Similarly, disabled people are also considered as warm but not competent. So, all these groups of people are covered under a paternalistic stereotype.

Under this category, necessary products such as salt and services can be placed because they are warmth but less competent. 

Admiration stereotyping 

People report pride as well as admiration for this group of people. Ingroups as well as close allies are considered in this group. The status of the people in this group is high. Some people in society with high status do not compete with other groups in society because those people are mainstream ingroups, dominant, as well as the reference group (Kolbl et al., 2019). The people under this category have high status but they also serve as a social reference group as well as the interest of such groups. Thus, they elicit pride as well as admiration for other groups of people, and hence other groups of people also consider them as a source of pride and admiration.

Under this category, prestige products such as diamond can be placed.  

Contemptuous Stereotyping

It is associated with negative emotions such as disgust, contempt, resentment, lack of respect, hostile, etc. People who have experienced contemptuous stereotyping feel such negative emotions (Sheeran et al., 2020). The behavior of other groups of people also differs significantly. For example, they are avoided, excluded, attacked, etc. 

Under this category, inferior products such as instant noodles can be placed. 

Envious Stereotyping

It is characterized by high competence but low warmth. The status of the people under this category is high. They are also considered as competent. It maintains the status quo as well as defends the position of the societal reference group (Antonetti & Maklan, 2016). 

Under this category, daily use products such as toothpaste can be placed. 

References 

Kolbl, Ž., Arslanagic-Kalajdzic, M., & Diamantopoulos, A. (2019). Stereotyping global brands: Is warmth more important than competence?. Journal of Business Research, 104, 614-621.