Title: Positive stereotype effects on perceived performance: consumers' evaluation of ethnic differences among sports service providers

Authors: Oscar W. DeShields, Jr., Ali Kara

Addresses: College of Business Administration and Economics, California State University, Northridge, Northridge, California 91330, USA. ' College of Business Administration, Pennsylvania State University-York, York, PA 17403, USA

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 hypothesized 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.

Keywords: positive stereotypes; professional sports; multicultural empirical research; consumer biases; Tajfel; social identity theory; ethnic profile; ethnic characteristics; sports service providers; consumer evaluation; perceived qualifications; perceived reliability; purchase intentions.

DOI: 10.1504/IJSMM.2010.037504

International Journal of Sport Management and Marketing, 2010 Vol.8 No.3/4, pp.203 - 222

Published online: 14 Dec 2010 *

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