(Association of Consumer Research, 2020-05-26) Sayin, Eda; Malik, Sumit; https://ror.org/02jjdwm75
This paper shows that observing a slow (vs. fast) hand-motor action with an advertised product (eg, 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.