Subjects: Psychology >> Social Psychology submitted time 2023-03-27 Cooperative journals: 《心理学报》
Abstract： Nowadays, using male spokesperson to endorse female-gender-imaged product has become an important advertising strategy and has penetrated into many female-gender-imaged products, especially thanks to celebrity influence. Does it really work? While previous research only combined with a certain degree of theory to explain the cross-gender endorsement phenomenon, this paper aims to explore the relationship between the gender of female-gender-imaged product spokesperson and female consumer's product evaluation through a quantitative approach. Specifically, we proposed that when male spokesperson endorses female-gender-imaged product, female consumers would significantly downgrade their evaluation of the products compared to female spokesperson, which is mediated by a sense of gender-identity threat. In addition, when the participants are manipulated to increase gender affirmation, the main effect would be strengthened. Study 1 used a single factor (gender of female-gender-imaged product spokesperson: male vs. female) between-subjects design. 145 female college students were invited to participate in this study. Participants were asked to imagine a billboard advertising a lipstick endorsed by male star or female star, and then evaluated this lipstick by a scale. We examined the main effect through this scenario that using male spokesperson to endorse female-gender-imaged product would decrease female consumers’ product evaluation. Study 2A used a similar between-subjects design. 119 female participants were recruited to imagine a billboard of obstetrics and gynecology hospital endorsed by male star or female star, and then evaluated this obstetrics and gynecology hospital as well as sense of gender-identity threat by scales. Study 2B invited 136 female college students to replicate the results of Study 2A, ruling out the alternative explanations of shyness and shame. Participants were asked to look at an underwear advertisement poster that used endorsement by a real celebrity. We repeated the results of Study 1 and confirmed the mediating effect of a sense of gender-identity threat with bootstrap test to clarify the underlying mechanism. Study 3 used a 2 (gender of female-gender-imaged product spokesperson: male vs. female) × 2 (gender affirmation: with vs. without) between-subjects design. 250 female Mturk workers participated in this study. In the gender affirmation condition, participants were asked to write about important qualities and values of women. In the control condition, participants were asked to list 20 everyday items that came to mind. Next, participants were told that they were browsing an online shopping platform and intended to buy underwear. They would see the underwear picture of a famous brand endorsed by a popular female star (vs. a popular male star) and then fill out the same product evaluation scale as above. We examined the interaction between gender of female-gender-imaged product spokesperson and gender affirmation. Specifically, when the female-gender-imaged product uses male endorsement, the product evaluation of the gender affirmation condition is lower than that of the control condition. Apart from the above, results from these studies were summarized and showed that both exclusivity and privacy of female-gender-imaged product have significant interaction effects on the relationship between spokesperson gender and product evaluation. In summary, this paper combines the theory of self-concept and identity consciousness to provide evidences for a mechanism between cross-gender endorsement and female consumer's product evaluation mediated by a sense of gender-identity threat, and the moderating effect of gender affirmation, expanding the downstream results of product gender attribute research and contributing to the practice of advertising field.
Subjects: Psychology >> Social Psychology submitted time 2021-11-02
Abstract： Nowadays, using male spokesperson to endorse female-gender-imaged product has become an important advertising strategy and has penetrated into many female-gender-imaged products, especially thanks to celebrity influence. Does it really work? While previous research only combined with a certain degree of theory to explain the cross-gender endorsement phenomenon, this paper aims to explore the relationship between the gender of female-gender-imaged product spokesperson and female consumer's product evaluation through a quantitative approach. Specifically, we proposed that when male spokesperson endorses female-gender-imaged product, female consumers would significantly downgrade their evaluation of the products compared to female spokesperson, which is mediated by gender-identity threat. In addition, when the participants are manipulated to increase gender affirmation, the main effect would be strengthened. Study1 used a single factor (gender of female-gender-imaged product spokesperson: male vs. female) between-subjects design. 145 female college students were invited to this study. Participants were asked to imagine a billboard advertising a lipstick and endorsed by male star or female star, and then evaluated this lipstick by a scale. We examined the main effect through this scenario that using male spokesperson to endorse female-gender-imaged product would decrease female consumers’ product evaluation. Study 2A used a similar between-subjects design. 119 female participants were recruited to imagine a billboard of maternity hospital endorsed by male star or female star, and then evaluated this maternity hospital as well as sense of gender-identity threat by scales. Study 2B invited 136 female college students to replicate the results of Study 2A, ruling out the alternative explanation of shyness and shame. Participants were asked to look at a lingerie advertisement poster that used endorsement by a real celebrity. We repeated the results of Study 1 and confirmed the mediating effect of gender-identity threat with bootstrap test to clarify the internal influence mechanism. Study 3 used a 2 (gender of female-gender-imaged product spokesperson: male vs. female) × 2 (gender affirmation: strengthen vs. control) between-subjects design. 250 female Mturk workers participated in this study. In the gender affirmation condition, participants were asked to write about important qualities and values of women. In the control condition, participants were asked to list 20 everyday items that came to mind. Next, participants were told that they were browsing an online shopping platform and intended to buy lingerie. They would see the lingerie picture of a famous brand endorsed by a popular female star (vs. a popular male star) and then fill out the same product evaluation scale as above. We examined the interaction between gender of female-gender-imaged product spokesperson and gender affirmation. Specifically, when the female-gender-imaged product uses male endorsement, the product evaluation of the gender affirmation condition is lower than that of the control condition. Apart from the above, results from these studies were summarized and analyzed in general discussion, and showed that both exclusivity and privacy of female-gender-imaged product have significant interaction effects on the relationship between spokesperson gender and product evaluation. In summary, this paper combines the theory of self-concept and identity consciousness to provide convergent evidences for a mechanism between cross-gender endorsement and female consumer's product evaluation mediated by gender-identity threat, and the moderating effect of gender affirmation, expanding the downstream results of product gender attribute research and contributing to the practice of advertising field. "
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Subjects: Psychology >> Applied Psychology submitted time 2018-04-18 Cooperative journals: 《心理学报》
Abstract： For humans, both face and body play important roles in conveying emotional information. Previous studies showed that body postures rather than faces could provide more valid information about valence in the recognition of victory and defeat. The present study aimed to compare the processing of the faces and the bodies of victory and defeat. The current study employed emotional expressions of Chinese professional players reacting to victory or defeat to compare the processing of emotional faces and body postures using behavioral and ERP recordings. 80 images (40 winners and 40 losers) were obtained through Google and Baidu image search, using the search keyword “reacting to winning a point” or “reacting to losing a point”, intersected with “tennis” or “table tennis” or “badminton”. In Experiment 1, the behavioral experiment asked participants to rate the valence and intensity of the faces and the body postures on a 9 point scale (valence: 1-the most negative and 9-the most positive; intensity: 1-the least intense and 9-the most intense). In Experiment 2, participants were asked to determine the type of emotion (neutral, happiness, sadness, anger, fear, and disgust) expressed by the faces and the body postures. In the ERP study (Experiment 3), participants were instructed to indicate the valence (positive or negative) of the faces and the body postures. The behavioral results showed that body postures rather than faces facilitated the discrimination between victory and defeat. Compared to body postures, the faces were more complex and involved a variety of facial expressions. The behavioral result of the ERP study showed that body postures rather than faces could provide more valid information about valence. The ERP results showed that the emotional information of body postures could be detected earlier than faces, as reflected by larger N170 amplitudes for winning body postures than losing body postures. However, there was no significant N170 difference between winning faces and losing faces. The emotional effect of faces was reflected by the EPN component, and losing faces elicited larger negative EPN amplitudes than winning faces. On the contrary, winning body postures elicited larger negative EPN amplitudes than losing body postures. Moreover, victory elicited larger LPP amplitudes than defeat under both face and body conditions. These data suggest that the higher rate of discrimination between winning body postures and losing body postures is possibly due to the stimulus evaluation and categorization of body postures at multiple stages of processing. It is hoped that the current results regarding the emotional processing of facial and body expressions will help us understand the mechanisms of the emotional brain.
Subjects: Psychology >> Cognitive Psychology submitted time 2018-03-22 Cooperative journals: 《心理学报》
Abstract： For humans, both face and body play important roles in conveying emotional information. Previous studies showed that body postures rather than faces could provide more valid information about valence in the recognition of victory and defeat. The present study aimed to compare the processing of the faces and the bodies of victory and defeat.
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