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Stereotype: Beliefs about the characteristics of a group
Four-step process of stereotyping
Categorize people into groups according to various criteria
Infer that all people within a particular category possess the same traits or characteristics
Form expectations of others and interpret their behavior according to our stereotypes
Stereotypes are maintained by…
You are likely to offend Mexicans if you start a conversation with full of stereotypes in mind
Ex)
“What kind of things are there in Mexico? Cactus and desert?”
“How do you live in Mexico?”
“Wow, you don’t look like Mexican!”
“Why don’t you wear sombrero?”
“Are you poor?” “Are you here legally?”
= Failure of Intercultural Communication
= Ignorance toward
About NorthFace
Open:
1966, San Francisco
Outdoor Equipment store
Came to Korea:
1997.GoldwinKorea
Successful Factors
Break the stereotype
Good quality
Focusing on the design
Became trend among teenagers and twenties
Strength
casual design and practicality
brand loyalty
Fast new product release cycle
Weakness
High priceLimited popularity
Opportunity
Korea
1. 고정관념, 편견, 차별
(1) 고정관념(stereotype)이란?
- 사람들이 어떤 사회집단에 대해 지니고 있는 지식과 인상
- 특정 집단의 구성원이 이러저러한 특성, 태도, 성격을 지녔다고 믿는 내용
(2) 편견(prejudice)이란?
- 어떤 사회집단에 대한 부정적인 고정관념을 토대로 그 집단에 대해 부정적인 태