心理学
集合(抽象数据类型)
感知
劣势
社会心理学
产品(数学)
产品类别
广告
业务
数学
政治学
计算机科学
几何学
神经科学
法学
程序设计语言
作者
Linyun Yang,Pankaj Aggarwal
摘要
Abstract When anthropomorphized, brands are often imbued with gender. Consequently, when brands seen as female or male adopt marketplace behaviors that are incongruent with their gender, it can result in a perceived violation of expectations. We demonstrate that brands anthropomorphized as female versus male are stereotyped more strongly and draw lower fit perceptions when they engage in gender incongruent behaviors. We show that these asymmetric gender boundaries have implications for how consumers perceive and react to an anthropomorphized brand's marketplace behaviors, including the introduction of gender incongruent personality traits, product characteristics, and brand extensions. We find evidence for our proposed effect across both externally valid secondary data and internally valid experiments. In doing so, our work highlights how merely cuing female or male gender through anthropomorphism not only sets in motion a specific set of expectations from consumers, it also shapes the strength of these gender‐based expectations that place female brands at a disadvantage relative to male brands.
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