ABSTRACT

People share stereotypes about many occupations, such as notions about the kind of person who is the typical financial services advisor, and about the kind of person who is the typical wedding planner. Research shows that consumers react differently to a counter stereotypical person and the different reactions can benefit the firm under certain circumstances. Consumers assume that not only is the counter stereotypical person different from and more able than others in that same profession, but also that the employee's company is different from and superior to its competitors. Stereotypes are so powerful that they can color a consumer's firsthand product experience. A consumer's belief that an excellent piece of advice from a woman financial planner is due to her ability leads the consumer to be confident in getting continued excellent advice from her.