Reinforcement of stereotypes leads to diminished performance across a broad spectrum of disciplines. In fact, in a number of experiments, Stanford University Professor Claude Steele found he was able to “depress the average performance of high-achieving African American and women college students by subtly implying that well-known stereotypes about those groups' intellectual ability might apply to the test they were about to take.”
Additionally, we know there is a stereotype about Boost Mobile users, and more broadly, consumers who utilize pre-paid mobile services in general. Pre-Paid users are typically thought of as having lower income and poor credit. They use pre-paid because there are no other options. It’s easy to understand why one of our customers might be embarrassed to say “I have Boost Mobile.”
According to Professor Steele, the solution to this stereotype-performance issue is to "portray ability as something that's expandable, because it is.” In other words, no one is limited by the stereotypes we might otherwise allow to portray us.
This aligns well with the more recent idea of pre-paid being considered as an option for consumers who could easily access post-paid. Users are switching to pre-paid brands today in search of flexibility and lower cost, and greatly disrupting the standard stereotype of the pre-paid base.
So, the abilities of the pre-paid user base are expanding. As our group of customers becomes more and more diverse, so do the abilities of the whole, allowing us to portray the pre-paid user and the brand in a whole new light.