...Lei Song; Rajneesh Suri; Yanliu Huang Purpose This paper aims to examine how a stereotype threat, which entails being aware of a negative stereotype about one’s social group (e.g. gender), affects consumers’ price perceptions. Design/methodology/approach The authors conducted four studies...

...Mohammed El Hazzouri; Sergio W. Carvalho; Kelley Main 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...

...-volunteers – understand and relate to volunteer stereotypes, and how they manage stigma in negotiating their social identities in relation to volunteering. Design/methodology/approach – Grounded in consumer culture theory, the study uses mixed qualitative methods, incorporating focus groups, paired...