Many subcultures have powerful stereotypes the general public associates with them. In these outsiders assume that group members possess certain traits. Unfortunately, a communicator can the same trait as either positive or negative, depending on his or her biases. For example, the Scottish stereotype in the United States is largely positive, so we tend to look favorably on their (supposed) frugality. 3M uses Scottish imagery to denote value (e.g., Scotch tape), as does the Scotch Inns, a motel chain that offers inexpensive lodging. However, the Scottish “personality” might carry quite different connotations to the British or Irish. One person’s “thrifty” is another’s “stingy.”