Browsing by Author "Hess, Alexandra C."

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Application of Stereotypes in Marketing: Gender Cues and Brand Perception

Hess, Alexandra C. (University of Waikato, 2013)

Stereotypes and their applications and implications have emerged as an important area of investigation in the field of marketing. Yet, despite the growing interest and relevance of stereotypes among marketing scholars, the ...

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Income Stereotype Threat and the Consequences for Consumer Behaviour

East, Talia (University of Waikato, 2016)

Stereotype threat, the process in which we are vulnerable to the possibility of other people ascribing negative stereotypical characteristics unto us, is an increasingly popular psychological phenomenon. We are all affected ...