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

Margaret C. Campbell and Gina S. Mohr

Journal of Consumer Research, 2011, vol. 38, issue 3, 431 - 444

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.

Date: 2011
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://dx.doi.org/10.1086/659754 (application/pdf)
http://dx.doi.org/10.1086/659754 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:doi:10.1086/659754

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().