讲座：The Disability Preference Stereotype: Physical Disability Shapes Inferences of Utilitarian and Hedonic Preferences 发布时间：2023-11-20
题 目：The Disability Preference Stereotype: Physical Disability Shapes Inferences of Utilitarian and Hedonic Preferences
嘉 宾：Kirk Kristofferson, Assistant Professor, Ivey Business School, University of Western Ontario
主持人：吕巍 教授 上海交通大学安泰经济与管理学院
地 点：上海交通大学 徐汇校区 安泰经济与管理学院A303
People with disabilities comprise over 15% of the global and 26% of the United States population. However, disabled individuals maintain that their preferences remain ignored by policymakers and brands alike. We propose this occurs in part due to stereotyped inferences about disabled consumers’ preferences. Across multiple we show that observers infer disabled consumers prefer utilitarian products more and hedonic products less than nondisabled consumers. We term this bias the disability preference stereotype. This bias occurs even when observers know the product is a gift, have substantial information about the target’s hedonic interests, and when the items are unrelated to disability. We show this suppression of hedonic interests can be mitigated if the target’s perceived need for support is attenuated through improved environmental accessibility. This work addresses the paucity of disability community representation in consumer research, identifies how specific aspects of consumption environments can limit consumers with disabilities, and highlights opportunities to minimize stereotypes by expanding accessibility.
Kirk Kristofferson is an Assistant Professor of Marketing at the Ivey Business School. He earned his Ph.D. from the University of British Columbia in Vancouver, Canada. His research interests are centered on understanding the impact of social influence and persuasion in consumption contexts. Specifically, he studies the motivations and social factors that drive consumers to behave prosocially, and how impression-management desires can impact subsequent consumer choice. His research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, Journal for the Association of Consumer Research, and the Cambridge Handbook of Consumer Psychology, and has been featured in numerous global media outlets such as Time Magazine, Harvard Business Review, the Washington Post.