Stereotype threat in the marketplace: Consumer anxiety and purchase intentions

Kyoungmi Lee, Hakkyun Kim, Kathleen D. Vohs

Research output: Contribution to journalArticlepeer-review

86 Scopus citations


How do consumers react when they believe that a transaction partner will view them through the lens of a stereotype? We predicted and found that being aware of a negative stereotype about a group to which one belongs (e.g., gender) made consumers sensitive to whether service providers were in-group versus out-group members and lowered purchase intentions when the provider was an out-group member. We observed stereotype threat effects across diverse marketplace settings: Financial services (experiment 1), automobile repairs (experiment 2), and automobile purchases (experiment 3). Furthermore, we found that reluctance to purchase from out-group (vs. in-group) members was caused by heightened anxiety. The presence of a soothing scent, as a situational factor to alleviate anxiety, mitigated stereotype threat effects on marketplace decisions.

Original languageEnglish (US)
Pages (from-to)343-357
Number of pages15
JournalJournal of Consumer Research
Issue number2
StatePublished - Aug 2011


Dive into the research topics of 'Stereotype threat in the marketplace: Consumer anxiety and purchase intentions'. Together they form a unique fingerprint.

Cite this