Stigmatized-identity cues are: ""aspects of the environment or social setting that communicate the value of one's stigmatized social identities, such as gender, race, religion and sexual orientation (e.g., Major & O'Brien, 2005; Steele, Spencer, & Aronson, 2002), via the assumptions made by perceivers regarding who normatively occupies those spaces (e.g., only men) and the value placed on certain demographics in those settings" (Chaney, Sanchez, & Maimon, 2019, p. 3)" (Wooten and Rank-Christman 2019, p. 143). based on factors including "demographics, preferences, needs, or wants" (Wooten & Rank-Christman, 2019, p. 143)." Assignment: Please respond to the three questions below using complete sentences. 1. Based on the definition of stigmatized identity cues that you just reviewed, what stigmatized identity cues (threats or safety cues) have you seen in the marketplace (it may help to listen to lecture 10)? List one example and describe it in detail. 2. For the example you listed, why is this cue an identity safety cue or a threat cue for some consumers (listen to the lecture for chapter 10 to understand how safety and threat cues are different). 3. For the example you listed, answer a or b: a. If the identity cue you listed is a threat cue, as a marketer, how can you change this cue to be more of a safety cue and less of a threat cue? Explain. b. If the identity cue you listed is a safety cue, explain why. If students are looking for an example, one can be found on page 3. Students may not use this example or others that were discussed/posted in the class lecture.

Example from Chaney, Sanchez, & Maimon (2019; see also Chaney & Sanchez 2018): 1. In order to create a more inclusive marketplace, today, we are seeing many retailers using bathroom signage that is more inclusive of all consumers (e.g., Ball 2015). For instance, some retailers may be using signs such as these . 2 & 3. The updated bathrooms signs seen in some retails spaces (example above) is a safety cue for all consumers, as it does not exclude any consumer identities from feeling like they can use the bathroom (Chaney et al., 2019).