Although influencers establish their reputation and gain popularity by demonstrating expertise toward a specific topic, there is a huge potential to extend their market by tapping into different topics. Specifically, by promoting different types of product categories. However, previous studies tend to have different predictions about the success of this practice. Such that, according to the match-up hypothesis, it is unlikely that the influencer can successfully promote different product categories. On the other hand, Stereotype Content Model (SCM) suggests that influencers might be perceived as competence that overgeneralized to other domains. By conducting a survey to 302 online consumers in Indonesia, this study aims to test two competing routes toward influencer’s success in promoting product categories other than their initial expertise within the fashion context. The findings of this study revealed the primacy of match-up hypotheses, even when the influencers are perceived as competent, it does not mean that consumers are willing to follow their recommendation if it is outside their expertise domain. Only when there is an influencer-product fit, consumers are willing to accept their recommendation. However, perceived competence of the influencers can promote acceptance to follow recommendation on different product categories only when it established trust on the influencer.

The present research investigated whether stereotypes embedded within the luxury market (Han, Nunes, & Dreze, 2010) can undermine decision performance for lower-income consumers, who encounter negative stereotypes about their ability to make good luxury product decisions. Two studies tested the effect of stereotype salience (Shapiro & Neuberg, 2007; Steele, 1997) on lower-income consumers’ performance on a luxury good decision task. In Study 1, we manipulated the decision domain (luxury versus economy purchase) and found evidence of the predicted stereotype threat effect among lower-income consumers performing a luxury (but not economy) market decision task. In Study 2, we manipulated the extent to which the luxury market stereotype would be seen as an accurate reflection of actual income-based differences in the ability to make good luxury product decisions. We found that the gap in the decision task between lower- and higher- income consumers was attenuated when the stereotype had been portrayed as inaccurate. Together, these studies suggest that marketers and policy-makers should recognize this stereotype threat in the marketplace, which undermines the quality of important purchase decisions by lower-income consumers, and should implement interventions to protect their welfare.

This study aims to investigate test-retest reliability or reproducibility of the paper-pencil test for investigating stereotypes of seven principal controls of passenger cars. The controls include wiper, head light, high beam, door window, ignition key, door key and door lock. Sixty two college-aged students participated in the paper-pencil tests and the tests were conducted twice with an in-between period of 4 weeks. The results showed that the stereotypes of motion-directions for the seven controls by the two paper-pencil tests were the same, and that the percentage agreements between two tests by subjects were ranged from 60.0% to 80.6%. There was a weak linear relationship between averaged rates of responses for the stereotypes of motion-directions for the seven controls and percentage agreements by subjects. Based on these results, it is concluded that the paper-pencil test collects reliable or reproducible data on the stereotypes of motion-directions for passenger cars’ controls within four weeks.

The purposes of this study are to survey stereotypes of control-display relationships for seven principal controls in passenger cars using the paper-pencil and hardware tests, and to examine stereotype strength of the paper-pencil test through comparing the stereotypes for the controls derived by the two methods. Ninety two and 60 college-aged students participated in the paper-pencil test and the real car simulation of the hardware test, respectively. There are dominant motion-directions for all controls in the paper-pencil test, while in the hardware test, there are dominant motion-directions for six controls including head light, high beam, door window, ignition key, door key and door lock controls. The stereotypes of motion-directions for six controls obtained by the paper-pencil test were the same as or similar to those by the hardware test. It was inferred from this that the congruence of the stereotypes by the two methods might be attributed to two simple motion-direction principles of 'clockwise for increase' and 'upward for increase.' Although it is known that the hardware test would be best for obtaining accurate stereotypes between controls and displays, this study implies that if the paper-pencil test is well designed, the paper-pencil test can produce the same results as the hardware test at low cost and without consuming time.

Adrian Piper performed a virtual masculine persona of 'Mythic Being' between 1973 and 1975. She disguised herself with an Afro-wig, sunglasses, a mustache, turtleneck shirt, etc. in order to be 'Mythic Being', hung around the everyday street and carried out performance. She imitated and reproduced a violent, sexual stereotype of a black man of the working class filled with hostility. Through a performance like this, Piper tried to do research on the racial prejudice and stereotypes implanted in the audiences' mind. In addition, Piper was able to experience gender freedom while doing an impersonation of a black man's erotic stereotype through 'Mythic Being', and did an experiment on what sort of liberation such an experience could give her as a black woman. In addition, Piper used an artful practice in 'Mythic Being' performance in an effort to produce contrary evidence that a racial stereotype could by no means represent the true identity of black people. The 'Mythic Being' in <The Mythic Being>series looks like someone who has a short and small body with lighter skin which clouds racial distinguishment despite the fact that it claims to stand for black masculinity. Besides, the Afro-wig and mustache of the 'Mythic Being' are worn awkwardly and exaggeratively as if they didn't belong to it. Such factors hint at the fact that Piper is not completely assimilated to the black masculine persona-'Mythic Being', but simply does an awkward imitation of it. In this way, Piper intended to expose the fact that it is by no means possible to explain the essence of the racial identity simply by using a stereotype while proving that performing a racial stereotype imitatively, though, is enough to acquire specific ethnicity, i.e. negritude.

In developing criteria for establishing workstation reach limits, it is essential to select the appropriate anthropometric stereotype for solving a specific design problem. The most important factor for comfortable workstation is to eliminate trunk flexion from the neutral (upright) posture. A solution to this design can be developed using population stature and link length data. This paper provides a methodology for design of comfortable workstation using anthropometric stereotype. Application of this methodology can be utilized in various designs for work space including standing and sitting workplace. For the purpose of this study, the data are measured by some parts on body such as stature, arm length, wrist height, elbow height, and shoulder hight. The samples for this study are randomly chosen from university students in Seoul and Kangnung during sixteen months (2003.3-2004.6).

상품 이미지의 스테레오타입의 형성을 아는 것은 우리 자신을 아는 것이며, 상품의 두 번째 가상 이미지의 새로운 위상을 획득하는 초정상 자극을 연구한다. 형상은 모든 현존의 근원이다. 형상은 우리 자신을 상당히 깊게 이해하는 근본이다. 인류는 지성을 문자화하지 않았으며, 지성의 세계를 문자화 형식으로 표현하기 힘듦을 알았다. 그러므로 이미지는 지식과 지혜이기 때문에 스테레오타입을 통한 소비자의 의식, 태도 변화와 스테레오타입의 필요성을 살펴본다. 긍적적인 스테레오타입의 형성이 미흡한 상품의 경우에는 두 번째 스테레오타입을 통한 상품의 촉진전략을 효율적으로 수립하는 과정을 살펴본 다. 또한 제품은 마케팅에서 실제와 다른 과장된 이미지를 필요로 한다. 시각화된 도시는 그대로의 실체이미지가 아닌, 잘- 만들어진 모조품 또는 이미지를 지향하게 된다. 잘-만들어진 과장된 모조품과 이미지는 제품을 가장 효과적으로 정보전달 하는 요소이다. 초정상 자극을 통해 제품을 파악하고 인지시킬 수 있는 또 다른 두 번째 상품 이미지의 필요성을 알아본다, 상품의 원본 이미지 보다 두 번째 가상의 상품 이미지로 형성된 스테레오타입과 초정상 자극 의해 만들어진 가상의 두 번째 이미지인 시뮬라크르가 원본을 지배하는 과정을 살펴본다.

본 연구는 여성게이머의 기호를 만족시킬 수 있는 남성 캐릭터 디자인의 스테레오 타입 분석 에 대한 것이다. 1998년 발표된 Helen McCarthy의 남성 캐릭터 스테레오 타입 연구를 기반으 로 모바일용 오토메 게임 앙상블스타즈에 등장하는 총 33명의 캐릭터를 유형별로 분석하였다. 그 결과 기존 연구의 6가지 스테레오 타입 외에 1가지 새로운 유형을 발견할 수 있었다. 이와 같은 새로운 스테레오 타입의 등장을 통해 남성 캐릭터 디자인의 발전가능성을 볼 수 있다.

Purpose: In Korea, it is generally believed that national soccer team is prone to miss a goal at definite chance remarkably, compared with foreign teams. Even though it has long history and wide social attention, there has been few efforts to confirm whether this belief is true or not. In this study, we presumed that the belief around Korean national soccer team's performance is a cognitive bias and stereotype coined and reinforced by the sports media and examined this belief empirically. Methods: The whole data of official matches between Korean and foreign national soccer teams over the 2000-2013 period were collected and 205 matches statistics of 77 national teams including Korean were analyzed. The ‘chance-to-goal ability’ between Korean and foreign national teams were compared. And then, Korean team's ‘chance-to-goal ability’ was compared by match results and relative team's strength to opponent team in detail. Results: There is no significant difference in ‘chance-to-goal ability’ between Korean and foreign national soccer teams. In addition, Korean team's ‘chance-to-goal ability’ varied by match results and opponent team's strength. Lastly, there is negligible correlation between ‘chance-to-goal ability’ and team's strength. Conclusion: The ‘chance-to-goal ability’ of Korean national soccer team is not different from that of foreign teams, and this result goes against deep-rooted belief. The probable causes of the result and implications for the future research are discussed.

우리는 흔히 은유적(METAPHORICAL)인 표현으로서 아날로그 이미지(ANALOG IMAGE : AI)또는 디지털 이미지(DIGITAL IMAGE : DI)라는 표현을 사용한다. 예를 들어 브라운관 TV를 보면 AI라고 느낄 것이며, 최근의 디지털TV를 보면 DI로 느끼는 것을 의미한다. 이와 같이 제품으로부터 AI와 DI를 느끼게 하는 시각적 자극요소에는 사람에게 그렇게 느끼게 하는 어떤 특정한 스테레오타입(STEREOTYPE : ST)이 존재할 것이라는 가설을 세우고 그것이 무엇인지 실험을 통하여 밝히려 하였다. 1차 2차 실험결과 여러 다양한 요소가 관련되어 있다는 것을 알 수 있었으며 그 중에서도 AI를 가진 제품에서는「곡선적」「둥근」그리고, DI를 가진 제품에서는「심플한」「각이 있는」「사각의」「직선적」등 기하학적 형태와 관련된 요소가 매우 강하면서도 서로 상이하게 나타나 AI와 DI를 구분 짓게 하는 중요한 ST요소라는 것을 알 수 있었다. 이렇듯 형태에서 느껴지는 AI와 DI의 상이한 ST가 존재한다는 결과로부터 형태요소가 AI와 DI를 구분 짓는 중요한 요소라는 점에 착안하여「형태(shape)」요소에 초점을 맞추어 3차 실험을 진행하였다. 실험은 삼각형으로부터 점점 원으로 변환해가는 과정에 있어서 사람들의 AI에서 DI로의 변화시점을 확인하고자 하였으며, 피험자들로부터 그 변화 시점을 명확히 확인해 볼 수 있었다. 즉 AI와 DI의 변화 시점이 존재한다는 것은 AI와 DI의 판단에 있어서 ST가 확실히 영향을 미친다는 것을 의미한다.