ISSN 0439-755X
CN 11-1911/B
主办:中国心理学会
   中国科学院心理研究所
出版:科学出版社

心理学报 ›› 2022, Vol. 54 ›› Issue (2): 192-204.doi: 10.3724/SP.J.1041.2022.00192

• 研究报告 • 上一篇    下一篇

“美男诱惑”真的奏效吗:男性代言女性产品对女性消费者产品评价的影响

王丽丽, 董梦璐()   

  1. 浙江大学管理学院, 杭州 310058
  • 收稿日期:2021-10-11 出版日期:2022-02-25 发布日期:2021-12-24
  • 通讯作者: 董梦璐 E-mail:monroedml@gmail.com
  • 基金资助:
    国家自然科学基金面上项目(71972169)

Does “male beauty” really work: The impact of male endorsements on female consumers’ evaluation of female-gender-imaged product

WANG Lili, DONG Menglu()   

  1. School of Management, Zhejiang University, Hangzhou 310058, China
  • Received:2021-10-11 Online:2022-02-25 Published:2021-12-24
  • Contact: DONG Menglu E-mail:monroedml@gmail.com

摘要:

男性代言女性产品的广告策略真的奏效吗?本文旨在探讨女性产品代言人性别与女性消费者对该产品评价之间的关系。4个实验的结果显示, 与女性代言女性产品相比, 男性代言时女性消费者对该产品的评价会显著降低。该影响是通过身份威胁感的中介实现的。此外, 身份肯定对该效应存在调节作用。具体来讲, 当被试受到女性身份肯定操控时, 主效应会加强。本文实证研究了男性代言女性产品可能带来的负面效应, 基于性别认同一致性理论拓展了产品性别属性的下游结果。

关键词: 跨性别代言, 产品评价, 身份威胁感, 女性身份肯定, 性别认同一致性

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.

Key words: cross-gender endorsement, product evaluation, gender-identity threat, gender affirmation, gender- identity congruency

中图分类号: