{"title":"进行产品性别区分的品牌是否被视为性别歧视?实验调查","authors":"Delphine Caruelle","doi":"10.1108/jpbm-07-2023-4590","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”).</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Across three experiments, the effect of gendered (vs gender-unrelated) product differentiation on perceived brand sexism and word-of-mouth intention was tested. The moderating effects of feminist identity (Studies 1 and 2), endorsement of sexist beliefs (Study 2) and basis (stereotypical vs biological) for product differentiation (Study 3) were also tested.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Consumers perceive brands that offer gendered product differentiation as sexist, which in turn leads to negative word-of-mouth intention. Moreover, consumers with a strong feminist identity are more likely to perceive brands that offer gendered product differentiation as sexist, whereas consumers who endorse sexist beliefs are less likely to do so. Finally, consumers respond negatively when the gendered product differentiation is based on a gender stereotype, but much less so when it seems based on a biological difference between sexes.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>Although multiple brands offering gendered products have been denounced by consumers as sexist, no research has examined this phenomenon. This paper pioneers in examining the consumer response to brands offering gendered product differentiation and in demonstrating that consumers perceive such brands as sexist.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.2000,"publicationDate":"2024-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation\",\"authors\":\"Delphine Caruelle\",\"doi\":\"10.1108/jpbm-07-2023-4590\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”).</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>Across three experiments, the effect of gendered (vs gender-unrelated) product differentiation on perceived brand sexism and word-of-mouth intention was tested. The moderating effects of feminist identity (Studies 1 and 2), endorsement of sexist beliefs (Study 2) and basis (stereotypical vs biological) for product differentiation (Study 3) were also tested.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Consumers perceive brands that offer gendered product differentiation as sexist, which in turn leads to negative word-of-mouth intention. Moreover, consumers with a strong feminist identity are more likely to perceive brands that offer gendered product differentiation as sexist, whereas consumers who endorse sexist beliefs are less likely to do so. Finally, consumers respond negatively when the gendered product differentiation is based on a gender stereotype, but much less so when it seems based on a biological difference between sexes.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>Although multiple brands offering gendered products have been denounced by consumers as sexist, no research has examined this phenomenon. This paper pioneers in examining the consumer response to brands offering gendered product differentiation and in demonstrating that consumers perceive such brands as sexist.</p><!--/ Abstract__block -->\",\"PeriodicalId\":48172,\"journal\":{\"name\":\"Journal of Product and Brand Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.2000,\"publicationDate\":\"2024-04-23\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Product and Brand Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jpbm-07-2023-4590\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Product and Brand Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jpbm-07-2023-4590","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation
Purpose
The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”).
Design/methodology/approach
Across three experiments, the effect of gendered (vs gender-unrelated) product differentiation on perceived brand sexism and word-of-mouth intention was tested. The moderating effects of feminist identity (Studies 1 and 2), endorsement of sexist beliefs (Study 2) and basis (stereotypical vs biological) for product differentiation (Study 3) were also tested.
Findings
Consumers perceive brands that offer gendered product differentiation as sexist, which in turn leads to negative word-of-mouth intention. Moreover, consumers with a strong feminist identity are more likely to perceive brands that offer gendered product differentiation as sexist, whereas consumers who endorse sexist beliefs are less likely to do so. Finally, consumers respond negatively when the gendered product differentiation is based on a gender stereotype, but much less so when it seems based on a biological difference between sexes.
Originality/value
Although multiple brands offering gendered products have been denounced by consumers as sexist, no research has examined this phenomenon. This paper pioneers in examining the consumer response to brands offering gendered product differentiation and in demonstrating that consumers perceive such brands as sexist.
期刊介绍:
Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.