How Do Physical Disability Cues Influence Assumptions about Consumer Tastes? Unpacking the Disability Preference Stereotype.

This article investigates the "disability preference stereotype," whereby observers assume that physically disabled consumers prefer utilitarian products more and hedonic products less than nondisabled consumers. Across multiple experimental studies, the research attributes this stereotype to societal pity rooted in the medical model of disability, which frames disability as an individual impairment, eliciting personal discomfort that simultaneously drives a help-giving orientation (favoring utilitarian goods) and a misfortune appraisal (diminishing perceived interest in hedonic goods). The studies demonstrate that this stereotype is inaccurate compared to the actual preferences of disabled consumers and can be mitigated through increased representation of empowered disabled individuals and portrayals of disabled people enjoying accessible, pleasurable activities, aligning with the social model of disability that emphasizes societal barriers rather than individual deficits. The findings highlight the implications of this stereotype for marketing, product design, and social inclusion, advocating for greater disability visibility and accessibility to reduce ableist assumptions in consumer contexts.