Inferences about the Brand from Counterstereotypical Service Providers
نویسندگان
چکیده
We compared effects of information about a stereotypical service provider with that about a counterstereotypical service provider on inferences about the similarity of employees within the firm and the firm’s similarity to other firms (across-brand differentiation). Our three experiments varied the provider’s gender so that it was either stereotypical or counterstereotypical for an occupation. Consistent with previous research, information about a counterstereotypical employee whosebehavior violated expectancies decreased the perception of similarity between the individual and other employees compared with when the employee was stereotypical. However, that same information increased the perception that the firm was superior to other firms.
منابع مشابه
نگاشت شبکهی تداعیهای برند نزد مراجعهکنندگان با استفاده از نقشهی مفهومی برند (BCM) مورد مطالعه: پژوهشگاه علوم و فناوری اطلاعات ایران (ایرانداک)
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