Marketing Implications

Abstract – The purpose of this paper is to revisit what scholars understand about the impact of stereotypes on consumer perceptions. There are many current examples of negative brand or company images based on stereotypes, but researchers have generally lost touch with a vintage body of literature (primarily 1980s) that still holds important clues to understanding this phenomenon. While most of these findings come out of other disciplines such as psychology and social cognition, those emphasized here have strong marketing implications