Article F -Du, G., Millet, K., Aydinli, A., & Argo, J. (2025).

Question 1

What is the article about?
NAME: Disrespectful Promotions: The Negative Impact of Price Promotions on Products Symbolically Linked to Stigmatized Identities.

Answer 1

→ explores how price discounts on products linked to stigmatized identities can backfire
* while price promotions usually attract buyers, they may be perceived by stigmatized consumers as disrespectful
* making them less likely to buy and more likely to choose a competitor

→ Stigmatized Identity = A social identity devalued or discriminated against in society.
→ Identity-Linked Product = A product symbolically connected to a specific social group (e.g., a “Black Lives Matter” mug).
→ Perceived Disrespect = The belief that a company’s actions (e.g., discounting identity-linked products) imply that a social group is less valued.

Question 2

Hypotheses - 3

Answer 2

• H1: Stigmatized consumers will react negatively to a discount on products linked to their identity.
• H2: These negative reactions are due to perceived disrespect toward their group.
• H3: The effect is moderated by context (e.g., who is offering the discount, what else is discounted, and how the promotion is framed).

Question 3

Study 1: Discounting a Stigmatised Product Backfires

Answer 3

→ Goal: Test whether discounts on stigmatized identity-linked products reduce brand evaluations.
→ Method: Asian Americans viewed a display including a discounted “Asian Lives Matter” water bottle vs. no discount.
→Key Result: Discount reduced attitudes toward the brand (NIVO) among Asian Americans

Question 4

Study 2: Perceived Disrespect as the Mechanism

Answer 4

→ Goal: Test if perceived disrespect explains negative reactions to discounts.
→ Method: LGBT participants chose between a gift card from NIVO (with or without discount on LGBT product) or a competitor.
→Key Result: Discount led to higher perceived disrespect, which fully mediated the choice to reject NIVO in favor of the competitor

Question 5

Study 3: Effect is Specific to Identity Linked Products

Answer 5

→ Goal: Test whether discount effects apply to identity-linked vs. neutral products.
→ Method: Latino Americans saw a “Proud to be Latino” mug or a palm tree mug, either discounted or not.
→ Key Result: Negative reactions only occurred when the identity-linked product was discounted

Question 6

Study 4: Effect is Specific to Stigmatised Consumers

Answer 6

→ Goal: See if only stigmatized groups react negatively.
→ Method: Latino (stigmatized) vs. White (nonstigmatized) participants saw a Latino mug either discounted or not.
→Key Result: Only Latino participants responded negatively to the discount and perceived more disrespect

Question 7

Study 5: Effect is Specific to Stigmatised Identities

Answer 7

→ Goal: Compare stigmatized vs. nonstigmatized identity-linked products.
→ Method: Black participants saw discounts on either a “Black Lives Matter” mug, a U.S. flag mug, o. r no discount.
→Key Result: Negative reactions occurred only when the stigmatized identity was targeted, not the non stigmatized one

Question 8

Study 6: Ingroup vs Outgroup Companies

Answer 8

→ Goal: Test whether the company’s social identity affects perceptions.
→
Method: Black participants saw a “Black Lives Matter” face mask discounted by either a Black-owned or White-owned business.
→
Key Result: Negative reaction occurred only when the White-owned company offered the discount

Question 9

Study 7: What else is on discount matters?

Answer 9

→ Goal: Test whether discounting multiple products reduces the negative effect.
→ Method: Black consumers saw Barbie dolls (stigmatized and non stigmatized) with various discount combinations.
→ Key Result: Discounting multiple products (not just the stigmatized one) reduced negative reactions

Question 10

Study 8: Not all Promotions are Equal

Answer 10

→ Goal: Compare monetary vs. non-monetary promotions.
→
Method: Black consumers saw a “Black Lives Matter” water bottle with 50% off, BOGO, free shipping, or no promotion.
→ Key Result: Only the 50% discount led to negative brand attitudes; BOGO and free shipping had no negative effect

Question 11

Implications

Answer 11

→ Be cautious when discounting products linked to stigmatized identities.
→ Avoid monetary discounts; instead, use non-monetary promotions (e.g., free shipping).
→ Include other products in the promotion to avoid singling out a stigmatized identity.
→
Promotions from ingroup companies (e.g., Black-owned) are less likely to backfire.
→ Consider consumer perceptions of respect especially among stigmatized groups.