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Wilfrid Laurier University School of Business & Economics
July 23, 2014
Canadian Excellence

Gill - abstract

Date: Friday, October 21, 2011
Time: 10:30am-Noon
Location: P1021
Speaker: Dr. Tripat Gill
Topic: Counter-Stereotypical Products: How to Overcome the Barriers to their Adoption

Counter-stereotypical products (CSPs) are targeted at segments that are opposite to the stereotypical group associated with them (e.g., body hair remover wax for men, construction tools for women, blood pressure monitors for teenagers, social media for seniors, etc.). CSPs face many psychological barriers to their adoption (e.g., stereotyping, derogation, and threat to self-concept). Using experimental studies, we examine the effectiveness of different marketing interventions to overcome these barriers.