Naperville Central High School's award-winning newspaper.

Central Times

Naperville Central High School's award-winning newspaper.

Central Times

Naperville Central High School's award-winning newspaper.

Central Times

Shopping for stereotypes

Two years ago the CT conducted an experiment to determine whether biases based on race and gender exist at stores in Westfield Mall. This year the staff repeated the experiment, taking on stereotypes, not to reinforce them, but to test their validity and how or if they influence treatment at stores. Here is what we found…

Tori Davis – junior
“Pregnant Teen”

Macy’s: “The salespeople were helpful, but I heard them talking about me. Everyone in Macy’s stared; actually everyone everywhere stared. One woman in Macy’s pulled her child to her other side so she wouldn’t have to walk by me.”
Hot Topic: “By far [they were] the most accepting store. The salespeople looked at me, but there were no prolonged stares. Even the people in the store were more accepting, it seemed. There was one girl, though, that was with her boyfriend and turned to him and said, ‘Could you imagine?’”
Abercrombie & Fitch: “They were the rudest of all. No one asked if I needed help, and when I asked for a larger size a salesgirl smirked and walked away. After I left, the salespeople were talking
about me.”
Kay Jewelers: “The salespeople weren’t very helpful[, and] everyone looked at me weirdly. I didn’t really think anyone in there took me seriously.”

Nicole Stawiarski – senior
“Girly girl”/ “Prep”

“I didn’t get any unusual reactions. I like to wear girlier clothing anyway. It was a little awkward going into Hot Topic wearing Abercrombie stuff, and a few kids gave me funny looks, but the people working there were really nice. No one helped me in Macy’s or the jewelry store, but I didn’t ask for anything, either.”
Macy’s: Never greeted
Hot Topic: Greeted immediately
Abercrombie & Fitch: Greeted immediately
Kay Jewelers: Never greeted

Nick Schlund – senior
“Average Joe”

“Overall, by dressing like I normally do, I was treated like I normally am. Salespeople properly greeted me and asked if I needed assistance. The only discrimination I received was in the jewelry store, but I feel that my age was the primary reason. The store people tended to pass me by and serve older people.”
Macy’s: Helped once he approached counter
Hot Topic: Greeted immediately
Abercrombie & Fitch: Greeted immediately
Kay Jewelers: Never greeted

Corey Anderson – sophomore
“Punk”

“I got mixed reactions. In Hot Topic nobody really treated me strangely, but in Kay Jewelers, the staff was reluctant to help me at all.  In the mall itself, people were just staring at me. I’d politely smile and wink at many of the guys just to freak them out.”
Macy’s: Helped after he approached counter
Hot Topic: Not greeted
Abercrombie & Fitch: Greeted immediately
Kay Jewelers: Greeted after a long time

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