埃里克很糟糕，但艾丽卡更糟糕：对女性品牌的负面偏见更大

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-04-25 DOI:10.1080/10696679.2022.2067066

Timucin Ozcan, Michael Hair, Ahmet M. Hattat

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引用次数: 1

摘要

摘要我们预测，品牌性别会调节信息效价对态度变化的影响，因此，由于信任变化的差异，负面信息会导致女性品牌态度的更大下降。我们进行了三项研究来检验这一预测。研究1（N=260）和研究2（N=205）的结果揭示了负面信息对态度变化的条件直接影响，即负面信息对女性（相对于男性）品牌的态度影响更大；这些研究还表明，负面信息通过信任变化对态度变化产生了条件间接影响，即负面信息对女性（相对于男性）品牌的信任度降低更大，从而导致态度下降。通过分析268万条Yelp.com客户评论，研究3的结果进一步证明了评论有用性方面的性别差异。

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Eric is bad, but Erica is worse: greater negativity bias toward female brands

ABSTRACT We predicted that brand gender moderates the effect of information valence on attitude change, such that negative information leads to a greater decline in attitude for female brands due to differences in trust change. We conducted three studies to test this prediction. Study 1 (N = 260) and Study 2 (N = 205) results reveal a conditional direct effect of negative information on attitude change, whereby negative information decreases attitude more for female (vs. male) brands; these studies also show a conditional indirect effect of negative information on attitude change via trust change, such that negative information decreases trust more for female (vs. male) brands, which leads to a decrease in attitude. By analyzing 2.68 million Yelp.com customer reviews, the results for Study 3 further demonstrate the gender disparity in review usefulness.

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.