Is Fast Feminine?: The Effect of Speed of Observed Hand-Motor Actions on Consumer Judgment and Behaviors

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dc.conference.date2020
dc.conference.locationvirtual, Paris, France
dc.conference.titleAssociation of Consumer Research annual conference 2020
dc.contributor.authorSayin, Eda
dc.contributor.authorMalik, Sumit
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-11-08T12:38:59Z
dc.date.available2024-11-08T12:38:59Z
dc.date.issued2020-05-26
dc.description.abstractThis 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.
dc.description.peerreviewedyes
dc.description.statusPublished
dc.formatapplication/pdf
dc.identifier.citationMalik 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)
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3320
dc.language.isoen
dc.publisherAssociation of Consumer Research
dc.relation.departmentMarketing & Communication
dc.relation.entityIE University
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.keywordObserved Hand-Motor Actions
dc.subject.keywordSchematic Association
dc.subject.keywordConsumer Judgments
dc.titleIs Fast Feminine?: The Effect of Speed of Observed Hand-Motor Actions on Consumer Judgment and Behaviors
dc.typeinfo:eu-repo/semantics/conferenceObject
dc.version.typeAccepted
dspace.entity.typePublication
relation.isAuthorOfPublication66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
relation.isAuthorOfPublication.latestForDiscovery66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b

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