Think of any of the standard stereotypes about class, race and nationality. Each of these create expectations in other people's minds, expectations that are difficult for us to avoid playing up to.
They argue that information about cultures during the empiricist era typically came from anthropologists who brought with them a prepackaged set of conscious and unconscious biases.
It concludes on such a basis that the appreciation of poem translation needs to be approached by an aesthetic eye so that we can rectify the prejudices of poem translation.
If we know female job screeners are more likely to reject attractive female applicants, we can help screeners understand their biases—or hire outside screeners.
But before reading this research I think I also assumed, unthinkingly, like many people, that a "biological cause" story about mental health problems was inherently valuable for combating stigma.