 Because stereotypes are such rich knowledge structures, simply knowing someone’s group membership provides a guide for inferring his or her consumption preferences across a wide range of domains.For example, by knowing that one’s consumption partner is male, an individual may assume that he enjoys Star Wars, beer, car magazines, and sporting events.Armed with this knowledge, a consumer can convey a considerate and friendly image by tailoring his or her product choices to serve the preferences of the consumption partner.