The transferal of criminal record stigma in the employment context: Evidence from conjoint and vignette experiments

Abstract A common concern in hiring individuals with criminal convictions is the stigma associated with the criminal record, which can include negative consumer reactions. We provide two novel tests of courtesy stigma, or the idea of transferring negative traits from one entity to another, through a nationwide survey. Using a conjoint experiment and a follow‐up open‐ended question, we first establish whether the public is less likely to select a restaurant if the business has a hiring initiative for people with conviction records. Using a vignette experiment, we then test whether the same factors driving personal stigma apply to courtesy stigma and whether hiring messaging frames influence courtesy stigma. We find evidence of criminal conviction courtesy stigma in the conjoint experiment. Respondents, however, typically reported the characteristics of the business itself as influential, and when the criminal record mattered, the underlying rationale was mainly instrumental: Avoiding a criminal record–friendly business was often due to safety concerns. We find similar instrumental results in the vignette experiment; the quality of service, rather than the characteristics of the criminal record or server's race, influenced restaurant recommendations. Perhaps for this reason, messaging strategies focusing on reducing criminal record stigma did not reduce courtesy stigma.