{"title":"有性别区分的盘子:有性别区分的食物认知与体育赞助","authors":"Umer Hussain, Han Ma","doi":"10.1108/ijsms-02-2024-0034","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The research comprised two studies. In Study 1, <em>n</em> = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved <em>n</em> = 250 participants who completed a cross-sectional and self-administered survey.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (<em>ß</em> = 0.327, <em>p</em> < 0.01) and subjective norms (<em>ß</em> = 0.525, <em>p</em> < 0.01) towards masculine brands.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"19 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The gendered plate: gender-specific food perceptions and sport sponsorship\",\"authors\":\"Umer Hussain, Han Ma\",\"doi\":\"10.1108/ijsms-02-2024-0034\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>The research comprised two studies. In Study 1, <em>n</em> = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved <em>n</em> = 250 participants who completed a cross-sectional and self-administered survey.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (<em>ß</em> = 0.327, <em>p</em> < 0.01) and subjective norms (<em>ß</em> = 0.525, <em>p</em> < 0.01) towards masculine brands.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.</p><!--/ Abstract__block -->\",\"PeriodicalId\":501000,\"journal\":{\"name\":\"International Journal of Sports Marketing and Sponsorship\",\"volume\":\"19 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-05-16\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Sports Marketing and Sponsorship\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ijsms-02-2024-0034\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Sports Marketing and Sponsorship","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijsms-02-2024-0034","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The gendered plate: gender-specific food perceptions and sport sponsorship
Purpose
This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.
Design/methodology/approach
The research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional and self-administered survey.
Findings
Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (ß = 0.327, p < 0.01) and subjective norms (ß = 0.525, p < 0.01) towards masculine brands.
Originality/value
The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.