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.

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.

The aims of this study are to investigate stereotypes of motion-direction and real motion-directions for seven principal controls in passenger cars, and to compare the stereotypes and real motion-directions for the controls. The stereotypes were obtained by using questionnaire survey, in which 385 subjects participated. The real motion-direction data were gathered for 64 passenger cars including RVs and SUVs. The results showed that while there are dominant motion-directions for head light, door key and door lock controls, dominant motion-directions are not found for other controls investigated in this study. The stereotypes of motion-directions for seven controls obtained in this study were much different from those of the real data. Furthermore, the stereotypes for wiper, head light and high beam controls based on the questionnaire survey were opposite to the real motion-directions.

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.