Publication: Is Fast Feminine?: The Effect of Speed of Observed Hand-Motor Actions on Consumer Judgment and Behaviors
Loading...
Date
2020-05-26
Authors
Advisor
Court
Journal Title
Journal ISSN
Volume Title
Publisher
Association of Consumer Research
Defense Date
Citation
DOI
Abstract
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.
Unesco subjects
License
Attribution-NonCommercial-NoDerivatives 4.0 International
School
IE Business School
Center
Keywords
Citation
Malik Sumit, Sayin Eda (2020), Is Fast Feminine?: The Effect of Speed of Observed Hand-Motor Actions on Consumer Judgment and Behaviors. Proceedings of the European Marketing Academy, 49th, (64169)