Is fast feminine? The effect of speed of observed hand-motor actions on consumer judgment and behaviors

Sumit Malik, Eda Sayin

Research output: Contribution to conferenceAbstract

Abstract

This paper shows that observing a slow (vs. fast) hand-motor action with an advertised product (e.g., fabric, shaving foam, etc.) can evince stereotypic feminine (vs. masculine) schematic associations and, subsequently, alter consumer judgment. In three studies, we provide evidence on the effect of dynamic-observed experiences across advertising contexts.
Original languageEnglish
Pages1074-1075
Number of pages2
Publication statusPublished - 2020
Externally publishedYes
EventAssociation of Consumer Research annual conference 2020 - Virtual, Paris, France
Duration: 1 Oct 20204 Oct 2020
https://convention2.allacademic.com/one/acr/acr20/

Conference

ConferenceAssociation of Consumer Research annual conference 2020
Abbreviated titleACR 2020
Country/TerritoryFrance
CityParis
Period1/10/204/10/20
Internet address

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