To better represent consumers who have traditionally been underrepresented in the marketplace, an increasing number of brands are extending or launching product lines that are more inclusive of a diverse consumer base. This work focuses on consumers’ feelings of representation (the feeling they, and consumers they identify with, are seen, heard, or taken into consideration when product decisions across product categories are being made) and explores how consumers who feel underrepresented (vs. represented) in skin tone products respond to more inclusive skin tone line extensions. Across seven studies using laboratory, field, and secondary data, the authors show that those who feel underrepresented have less favorable responses relative to those who feel represented. The authors find evidence that this is driven by product fit skepticism – doubt that the products in the inclusive line will meet one’s skin tone needs. The authors also identify managerial interventions that improve responses among underrepresented consumers by demonstrating respect for consumer needs, thus reducing the differential response between underrepresented and represented consumers.

中文翻译：

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EXPRESS：这是给我的吗？代表性不足的消费者和代表性消费者对肤色包容性举措的不同反应


为了更好地代表传统上在市场上代表性不足的消费者，越来越多的品牌正在扩展或推出更加包容多元化消费者群体的产品线。这项工作重点关注消费者的代表性感受（在制定跨产品类别的产品决策时，他们以及他们所认同的消费者被看到、听到或考虑到的感觉），并探讨了感觉代表性不足（与有代表性的消费者相比）的感受）在肤色产品中应对更具包容性的肤色系列延伸。在使用实验室、现场和二手数据的七项研究中，作者表明，相对于那些感觉代表性不足的人，那些感觉代表性不足的人的反应较差。作者发现证据表明，这是由产品贴合度怀疑论驱动的——怀疑包容性系列中的产品能否满足一个人的肤色需求。作者还确定了管理干预措施，通过表现出对消费者需求的尊重来改善代表性不足的消费者的反应，从而减少代表性不足的消费者和代表性消费者之间的差异反应。