Inferences about the Brand from Counterstereotypical Service Providers

We compared effects of information about a stereotypical service provider with that about a counterstereotypical service provider on inferences about the similarity of employees within the firm and the firm's similarity to other firms (across-brand differentiation). Our three experiments varied the provider's gender so that it was either stereotypical or counterstereotypical for an occupation. Consistent with previous research, information about a counterstereotypical employee whose behavior violated expectancies decreased the perception of similarity between the individual and other employees compared with when the employee was stereotypical. However, that same information increased the perception that the firm was superior to other firms. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..