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

时　间：2023年11月29日（周三）13:30-15:00

地　点：上海交通大学 徐汇校区 安泰经济与管理学院A303

内容简介:

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.

演讲人简介：

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.

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