A Review of Research on Stereotypes about Disadvantaged Groups in the Marketing Field and Prospects

Liu Wumei, Ye Xingxing, Liu Wei

Foreign Economics & Management Vol. 48, Issue 03, pp. 97 - 116 (2026)  DOI:10.16538/j.cnki.fem.20251130.302

Summary

Stereotypes about disadvantaged groups are prevalent in the consumer market, hindering these groups from obtaining fair rights and opportunities. Given the differences among various disadvantaged groups and their stereotypes, current research remains fragmented and lacks new insights by combining multiple disadvantaged groups. This paper focuses on three representative disadvantaged groups—gender disadvantage, age disadvantage, and physical disadvantage—by reviewing relevant studies to systematically analyze the manifestations and influencing factors of such stereotypes. It examines the impact of stereotypes on disadvantaged group behaviors, the underlying mechanisms through which stereotypes affect their behaviors, and corporate marketing management strategies regarding these stereotypes. Based on the above, an integrated research framework is constructed, along with prospects for future research directions. The study offers insights into promoting diversity, fairness, and inclusivity in the consumer market, as well as enhancing the social and market value of a brand.

Keywords

disadvantaged groups; stereotypes; integrated research framework