Having a label often leads others to assume behavior before even meeting the human or thing behind the label. For instance I'm deaf, people often assume before meeting me that I must be low functioning, not able to read or drive( the number of ignorant doctors I've met is astounding) Labels are convenient shortcuts but predisposition people to expectations based on a bias which can be completely wrong. Those preconceptions are often formed in the absence of any previous associations, in the example the schizophrenic women, most people have never knowingly met a schizophrenic ( they may have unknowingly met schizophrenic people) but they still assign negative values to that label from hearing that anything out side of normal( there's that useless word again) is to be avoided or feared.