Despite an increased interest
in the phenomenon of stigma in organizations, we know very little about the interactions
between those who are stigmatized and those who stigmatize them. Integrating
both the perceptions of the stigmatized worker and the stigmatizing customer
into one model, the present study addresses this gap. It examines the role of
stereotypes held by customers of stigmatized organizations and metastereotypes
held by the stigmatized workers themselves (i.e., their shared beliefs of the
stereotypes customers associate with them) in frontline exchanges.
To do so,
data regarding frontline workers (vendors) of homeless-advocate newspapers from
3 different sources (vendors, customers, trained observers) were gathered.
Multilevel path-analytic hypotheses tests reveal (a) how frontline workers'
prototypicality for a stigmatized organization renders salient a stigma within
frontline interactions and (b) how stereotypes by customers and metastereotypes
by frontline workers interact with each other in such contacts.
The results
support a hypothesized interaction between frontline workers' metastereotypes and
customers' stereotypes-what we call the "stigma magnification
effect". The study also derives important practical implications by
linking stigma to frontline workers' discretionary financial gains.
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