Purpose The purpose of this paper is to investigate the expectations and evaluations of services provided by members of an ethnic minority using the lens of ethnic stereotypes. The authors also examine how ethnic service providers (ESPs) are evaluated by customers from the majority group vs the...

An important issue in consumer behavior is whether affect created by low-level processes, such as evaluative conditioning, will influence brand choice when consumers have also been exposed to relevant product information. To examine this issue, in two experiments implicit attitudes were created...