How Do Physical Disability Cues Influence Assumptions about Consumer Tastes? Unpacking the Disability Preference Stereotype

拆箱 偏爱 心理学 原型(UML) 社会心理学 身体残疾 认知心理学 经济 微观经济学 语言学 精神科 哲学
作者
Helen van der Sluis,Adriana Samper,Kirk Kristofferson,Terri Hlava
出处
期刊:Journal of Consumer Research [Oxford University Press]
被引量:2
标识
DOI:10.1093/jcr/ucae031
摘要

Abstract Across 10 experimental studies, this research identifies and provides evidence of a disability preference stereotype whereby observers infer that disabled consumers prefer utilitarian products more than nondisabled consumers and prefer hedonic products less than nondisabled consumers. We show that this stereotype occurs because of societal associations between physical disability and pity. Pity elicits a multidimensional response such that considering the interests of a disabled person increases feelings of personal discomfort, driving both an inclination to help (help-giving orientation) and a tendency to assess the perceived misfortune (misfortune appraisal) in parallel. Thus, when considering the preferences of disabled individuals, the help-giving orientation increases focus on functional (utilitarian) goods, while the misfortune appraisal decreases focus on pleasurable (hedonic) goods. Importantly, this stereotype can be mitigated through increased disability representation. Representation of empowered disabled individuals in media can dampen the help-giving orientation, reducing inferred utilitarian preferences, while representation of disabled people partaking in daily pleasures through increased accessibility can reduce misfortune perceptions, increasing inferred hedonic preferences. This work addresses the paucity of disability-related consumer research, identifies how aspects unique to consumption can limit consumers with disabilities, and highlights opportunities to minimize ableist stereotypes by expanding representation and increasing marketplace inclusion.
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