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Stereotypes Versus Statistics

The Thing About Europe is…

By IGI Global on Aug 13, 2013
Contributed by Ann Lupold, Discipline Manager

Europe According to the USA"Attempting to get at truth means rejecting stereotypes and cliches."

- Harold Evans
British journalist and writer, editor of The Sunday Times from 1967 to 1981

The word stereotype is derived from the Greek word stereos, meaning “solid impression” (The Online Etymolygy Dictionary). Though stereotypes may prove true in certain segments, the adjective “solid” is an unlikely fit for the modern idea of stereotypes. We develop stereotypes under the inconsistent influence of peers, media, and personal experience. People have an inherent desire to categorize everything- it satisfies a need to predict the social world. For anyone who is not ‘us’, stereotypes can be developed based on our differences with others- religion, accent, appearance, etc. (For example, see Yanko Tsvetkov’s recent design work Mapping Stereotypes, above. This collection of colorful maps of the world, US, and Europe are labeled with common, often-hilarious preconceptions we have about each other.)

Stereotypes can be entertaining and humorous, but if taken seriously, they dilute the true facts about a population. Just as Harold Evans stated, uncovering the core truths about a population segment takes committed research and the ability to see beyond ideologies we might have established about each other.

The recent IGI Global title, Consumption Culture in Europe, travels beyond preconceptions and surface traits to investigate and evaluate the lifestyle and habits of Europeans, particularly in the area of food and beverage. With chapters such as ‘What Do We Know about Europe?” and “Drinking Motives”, this publication investigates a wide spectrum of European traits, surveying populations from specific regions, countries, and backgrounds.

In this text, editors Carmen R. Santos (University of Leon, Spain), Stéphane Ganassali (University of Savoie, France), Francesco Casarin (University of Venice, Italy), Pirjo Laaksonen (University of Vaasa, Finland) and Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania) have compiled the most recent and relevant theories about culture and European market segmentation, providing cutting-edge data for the evaluation and analysis of European consumption patterns, specifically in the beverage market. This comprehensive collection is an essential tool for policy-makers and those interested in end-markets and consumer affairs.

A part of IGI Global’s Research Essentials Collection, books in this series offer succinct discussions on niche topics in all areas of Information Science and Technology. Conveniently available in smaller size and price, these resources are a perfect supplement for courses or research.
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Business and ManagementConsumer ManagementGlobal BusinessHuman Aspects of BusinessSurveys, Measurements & Response SystemsBook SeriesBooks & E-BooksChaptersResearch EssentialsEastern EuropeEuropeNorth AmericaResources for InstructorsResources for Researchers

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