"Who You See is How You Eat: The Influence of Stereotype Activation on Instrumental Behavior"

Margaret C. Campbell
Associate Professor
Leeds School of Business
University of Colorado at Boulder
Friday, April 9, 2010
10:30 - 12:00
205 Cornell Hall 

In five studies we examine the effect of a social stereotype prime on instrumental behavior. Exposure to a social stereotype can lead to an increase in a behavior that is perceived to be instrumental to membership in a negatively stereotyped group, in part by activating motivations associated with the stereotyped group. Importantly, increasing the accessibility of 1) the perceived instrumentality of the behavior, or 2) a competing goal moderates the behavioral effect of the social stereotype prime.

Meg Campbell joined the faculty of the Leeds School of Business at the University of Colorado-Boulder in 2000, where she is associate professor of marketing. Her research focuses on factors affecting persuasion, persuasion knowledge, inferences of motive, perceived fairness, and stereotypes. She is on the editorial boards of the Journal of Consumer Research, the Journal of Retailing, and the Journal of the Academy of Marketing Science. 
Prior to joining the Leeds School, Professor Campbell was on the faculty at the Anderson Graduate School of Management at the University of California at Los Angeles. She received her PhD in Business Administration from the Graduate School of Business at Stanford University. She has also been a visiting scholar at INSEAD. Professor Campbell enjoys teaching in the undergraduate, MBA, and PhD programs and has taught classes on marketing communications, consumer psychology, brand management, and principles of marketing.