Positive stereotype effects on perceived performance

Consumers' evaluation of ethnic differences among sports service providers

Oscar W. DeShields, Ali Kara

Research output: Contribution to journalArticle

Abstract

This paper examines the relationships between the ethnic characteristics of the sports service provider and consumers' evaluations of perceived qualifications and the reliability of the service provider as well as intentions to purchase services from the given provider. Using Tajfel's social identity theory as theoretical support, we have investigated the hypothesised stereotype relationships using empirical data. Results indicate that consumers have more favourable opinions and have higher purchase intentions when the ethnic profile of the provider matches the general perceptions of that group. Implications for research and practice are discussed.

Original languageEnglish (US)
Pages (from-to)203-222
Number of pages20
JournalInternational Journal of Sport Management and Marketing
Volume8
Issue number3-4
DOIs
StatePublished - Dec 1 2010

Fingerprint

Service provider
Ethnic differences
Consumer evaluation
Stereotypes
Empirical data
Qualification
Purchase intention
Social identity theory
Purchase

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management
  • Management Science and Operations Research
  • Marketing

Cite this

@article{a42450f5ca0e4406bf0b531f91b22d21,
title = "Positive stereotype effects on perceived performance: Consumers' evaluation of ethnic differences among sports service providers",
abstract = "This paper examines the relationships between the ethnic characteristics of the sports service provider and consumers' evaluations of perceived qualifications and the reliability of the service provider as well as intentions to purchase services from the given provider. Using Tajfel's social identity theory as theoretical support, we have investigated the hypothesised stereotype relationships using empirical data. Results indicate that consumers have more favourable opinions and have higher purchase intentions when the ethnic profile of the provider matches the general perceptions of that group. Implications for research and practice are discussed.",
author = "DeShields, {Oscar W.} and Ali Kara",
year = "2010",
month = "12",
day = "1",
doi = "10.1504/IJSMM.2010.037504",
language = "English (US)",
volume = "8",
pages = "203--222",
journal = "International Journal of Sport Management and Marketing",
issn = "1475-8962",
publisher = "Inderscience Enterprises Ltd",
number = "3-4",

}

TY - JOUR

T1 - Positive stereotype effects on perceived performance

T2 - Consumers' evaluation of ethnic differences among sports service providers

AU - DeShields, Oscar W.

AU - Kara, Ali

PY - 2010/12/1

Y1 - 2010/12/1

N2 - This paper examines the relationships between the ethnic characteristics of the sports service provider and consumers' evaluations of perceived qualifications and the reliability of the service provider as well as intentions to purchase services from the given provider. Using Tajfel's social identity theory as theoretical support, we have investigated the hypothesised stereotype relationships using empirical data. Results indicate that consumers have more favourable opinions and have higher purchase intentions when the ethnic profile of the provider matches the general perceptions of that group. Implications for research and practice are discussed.

AB - This paper examines the relationships between the ethnic characteristics of the sports service provider and consumers' evaluations of perceived qualifications and the reliability of the service provider as well as intentions to purchase services from the given provider. Using Tajfel's social identity theory as theoretical support, we have investigated the hypothesised stereotype relationships using empirical data. Results indicate that consumers have more favourable opinions and have higher purchase intentions when the ethnic profile of the provider matches the general perceptions of that group. Implications for research and practice are discussed.

UR - http://www.scopus.com/inward/record.url?scp=78650289303&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=78650289303&partnerID=8YFLogxK

U2 - 10.1504/IJSMM.2010.037504

DO - 10.1504/IJSMM.2010.037504

M3 - Article

VL - 8

SP - 203

EP - 222

JO - International Journal of Sport Management and Marketing

JF - International Journal of Sport Management and Marketing

SN - 1475-8962

IS - 3-4

ER -