Hy Dairies

CASE STUDY ASSIGNMENT 1 – HY DAIRIES LTD

Karen Herridge

Student ID# 0186147

1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here.

Social Identity theory states that people define themselves by the groups to which they belong or have an emotional attachment. Rochelle easily identifies herself as a minority in the work place—a non-white female. In the case study, she says that she is one of the few non-white women in what is usually a male-dominated field: marketing management. Rochelle’s previous employer had made it clear that women could not handle the pressure in marketing management and for the most part place women in technical support positions after a brief term in lower band management. Because of this experience, Rochelle assumes that Syd Gilman and Hy Dairies are mirroring her last employer’s opinions and actions when in fact; Mr Gilman is trying to reward Rochelle’s hard work. Rochelle is stereotyping because she has organized Hy Dairies into a preconceived category that has been stored in her memory of her previous employer. This non-conscious, automatic process of thinking has led her to believe that she is being sidelined by the company.

2. What other perceptual error is apparent in this case study?

Perceptual errors are short cuts in making judgements of others. I think the other perceptual error in this case study is the false-consensus effect or “similar to me effect”. This occurs when people overestimate the extent to which others have similar beliefs or behaviours to our own. This perceptual error led Syd Gilman to believe that the recently vacated position of market research coordinator would be the best reward for Rochelle’s hard work and the company’s improved sales figures. He believed the position would broaden Rochelle’s experience and enhance her career at Hy Dairies, just as it had done his own several years before. Gilman assumed that Rochelle’s bewildered reaction was...