Out-Group Homogeneity Effect
Members of other groups seem all alike while your own group seems varied; it makes stereotyping easy and makes a single bad example stand for a whole category of vendors, customers or markets.
An everyday example
'Agencies are all like that' after one bad agency; treating a foreign market as one customer.
What it can cost you
Decisions about individuals made on category impressions; markets misread as uniform.
Warning signs
- I am generalising from one example.
- I know my side's nuances and not theirs.
One thing to do
Force variance into view: list three ways members of the other group differ from each other before judging one.
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