CHAPTER IV: DISCUSSION AND IMPLICATIONS 4.1 General Discussion
4.3 Practical Implications
Practically, this research provides implications to the industry. Our findings propose totally different strategies for both up-scale and discount stores that sell stereotype-related products. Since targets of stereotype threat generate higher purchase intention for high-priced products, up-scale department stores should increase consumers’
feeling of being stereotyped so as to increase sales of their high priced items. They can achieve this goal by inducing consumers to recall situations that are consistent with product-related negative stereotypes, or increase the number of outgroup sales people. On the contrary, since stereotype threat lowers purchase intention for low-priced products,
discount stores should decrease stereotype threat so as to achieve higher sales. This could possibly be achieved through putting up posters that ask consumers to reappraise
potential stereotype threatening situations, or decrease the number of outgroup salespeople.
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