Dissociative threat: underperforming to distance the self from undesirable groups

Abstract

Purpose This study aims to introduce the concept of dissociative threat, which is the fear of being associated with an undesirable (dissociative) group as a result of demonstrating ability in a domain that is stereotypically linked to that group. Consumers experiencing dissociative threats use inability signaling as a self-presentational strategy in which they present themselves as lacking ability in the dissociative domain. Design/methodology/approach Five experimental studies were conducted to test whether consumers experience threat in dissociative domains and to examine factors that influence this threat. Findings Results showed that dissociative threat adversely affects consumers’ performance at tasks that require using products linked to dissociative groups. Threatened participants reported intentions to perform poorly and train for a longer time in preparation for such tasks, thus signaling low ability in dissociative domains. Additionally, when participants who were experiencing dissociative threats received confirmation that they lacked ability in that domain, their performance at these tasks improved. Research limitations/implications This study expands the knowledge on strategies, including inability signaling, that consumers use to avoid being linked to dissociative groups. Practical implications The findings suggest to marketers that stereotypes that link their products to certain consumer segments can threaten other consumers. Factors that shape and alleviate this threat are identified, which may help companies who are marketing such products. Originality/value This study extends the current understanding of stereotype threat and proposes a new self-presentational strategy, that has not been documented yet in the literature (i.e. inability signaling), that consumers use to deal with the dissociative threat.

How to display products available in multiple color saturation: Fit between saturation and position

“…On the one hand, wanting to avoid signaling the identity of a dissociative group increases intergroup differentiation (Berger & Heath, 2008). For example, males are less likely to engage with products or behaviors that are seen as feminines, such as a steak labeled as “ladies cut” (White & Dahl, 2006) and ethical products (Pinna, 2020); they even intentionally underperform in sewing, a domain stereotypically linked to females (El Hazzouri et al, 2020). Therefore, people's belief about “how good a product is for me” would depart from “how good the product is for dissociative outgroup members.” As feeling good about a product usually serves as information to indicate how good the product is (for its target consumers) (Schwarz, 2011), to make a fair judgment, people are likely to adjust their judgment of a product targeting a dissociative group in an opposite direction as indicated by their feelings (Houghton et al, 1999).…”

Inferring quality from price: the effect of stereotype threat on price–quality judgments

“…Our undertaking partially fills this gap through examining the effect of a stereotype threat on consumer outcomes . Our particular focus is different from previous stereotype threat empiricism that has mostly centered on consumers’ performance on cognitive tasks and coping strategies in response to a stereotype threat (EI Hazzouri et al , 2020; Rydell et al , 2010; Steele and Aronson, 1995; Wraga et al , 2006). We proposed and found that a stereotype threat triggered by one’s shopping experience in retail settings constrained consumers’ cognitive resources, which then increased their reliance on price to make quality inferences.…”

“…Stereotype threat has also been shown to increase consumers’ preference for in-group service providers (Lee et al , 2011). A stereotype threat has also been determined to affect consumers’ performance at tasks that require using products linked to dissociative groups adversely (EI Hazzouri et al , 2020). These studies, however, have neglected one of the most prevalent contexts for consumer decision making: product purchases in stores.…”

“…Although research explored consumers’ emotional responses (e.g. anxiety; Lee et al , 2011) and coping strategies (EI Hazzouri et al , 2020) when experiencing a stereotype threat, it has provided little insight about how stereotype threats may influence consumer product evaluations. This research question is important and remains a significant gap in the literature, especially because consumers often experience stereotype threats that may well impact their decision making.…”