The Power of Diversity: The Impact of Diversity Representation Strategies on Consumers with and without Stigma
(A2025-125721)

AUTHORS

Rocio Martínez Moraleda, IESE Business School; Elena Reutskaja, IESE Business School; Cait Lamberton, University of Pennsylvania, Wharton Business School

ABSTRACT

We investigate how different representation strategies—mixed, stigmatized, and unstigmatized—affect consumer behavior and perceptions of inclusion. Across 12 studies (N=11.920), we examine their effects on interest, word of mouth, and purchase intentions. Findings demonstrate that mixed representations, featuring individuals with and without stigmatized and unstigmatized attributes, significantly outperform stigmatized and unstigmatized strategies, signaling inclusion and mitigating non-target market effects. This paper introduces inclusion as a novel mechanism driving consumer responses, building on but distinct from established constructs like anticipated devaluation. It also highlights mixed representation as a dignity enhancing strategy contributing to lying the foundations of a dignity architecture. These findings expand theoretical understandings of diversity and inclusion in marketing while offering practical guidance for fostering feeling of belonging in consumer environments.