Responses to Stereotypes (05-08-18)

Gill and Lei studied how stereotypes influence responses to products and how color affects those reactions. They determined that “Counter‐stereotypical products (CSPs) are targeted at groups that are opposite to the stereotypical users of these products (e.g., face‐cream for men, construction tools for women). . . . Overall, CSPs targeting men faced more barriers than those targeting women, and this was especially so for publicly consumed CSPs (e.g., purse for men) as compared to privately consumed ones (e.g., hair‐remover for men).”  The researchers also “examined the effect of a common marketing tool—product design color (e.g., using blue for men and pink for women)—in reducing the above barriers. It was found that blue is effective in reducing stereotype‐based barriers for CSPs targeting men. For CSPs targeting women, using pink was only effective for women scoring high on femininity, and it backfired for those scoring low on femininity.”

Tripat Gill and Jing Lei.  “Counter-Stereotypical Products:  Barriers to Their Adoption and Strategies to Overcome Them.”  Psychology of Marketingin press, https://doi.org/10.1002/mar.21101