STEREOTYPE THREAT TRIGGERED BY DATA FOCUSED ASSESSMENTS FOR MARKETING STUDENTS: AN EXPLORATORY STUDY. Issue 1 (2nd January 2023)

• Record Type: Journal Article
• Authors: Achenreiner, Gwen; Nasif, Nese
• Is Part Of: Marketing education review. Volume 33:Issue 1(2023)
• Page Start: 76
• Page End: 85
• Publication Date: 2023-01-02
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2022.2147797
• Languages: English
• ISSNs: 1052-8008

Abstract

ABSTRACT: This research contributes to the growing literature on inclusive pedagogy toward creating a psychologically safe environment for learning. The authors build on the prior multi-disciplinary literature suggesting that stereotype threat exists in assessment tasks. An instrument is designed and implemented to investigate whether the presence of gendered demographic data in a marketing assessment task will trigger stereotype threat, and in turn, affect the performance of female-identifying students. While exploratory in nature, the findings suggest that gendered data used for assessment purposes may negatively impact the performance of both female- and male-identifying marketing students, highlighting the importance of continuing conversations about biases in traditional marketing pedagogy.