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Hand movement speed in advertising elicits gender stereotypes and consumer responses

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dc.contributor.authorMalik, Sumit
dc.contributor.authorSayin, Eda
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-07-08T13:14:17Z
dc.date.available2024-07-08T13:14:17Z
dc.date.issued2022
dc.description.abstractMerely observing the hand movement speed with an advertised product can affect consumer perception. Five studies show that hand movement speed when observed (e.g.,watching or even reading the description of slow vs. fast hand interaction with a product) elicits distinct associations in the consumer's mind and affects their responses. We suggest that people implicitly associate speedy movements with a more masculine (than feminine) behavior and use hand movement speed as an input to form evaluations of a touched product. Additionally,we demonstrate that consumers elicit higher product preference when their associations from observed hand movement speed match their own social identity. Thus,female (than male) consumers would prefer an advertised product that is depicted with a gentle (instead of speedy) hand movement—as such observed movement makes,both,the product,and the action-performer be perceived as more feminine. We find support for these effects across different product and advertising contexts. Our findings provide novel evidence on the effect of observed and described hand movements as a signal of gender identity and have significant implications for advertising. © 2021 The Authors. Psychology & Marketing published by Wiley Periodicals LLC
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dc.identifier.citationMalik, S., & Sayin, E. (2022). Hand movement speed in advertising elicits gender stereotypes and consumer responses. Psychology & Marketing, 39(2), 331-345. https://doi.org/10.1002/mar.21598
dc.identifier.doihttps://doi.org/10.1002/mar.21598
dc.identifier.issn7426046
dc.identifier.officialurlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85116156434&doi=10.1002%2fmar.21598&partnerID=40&md5=c8b996e4af8152b1b0003fa6779ea526
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3045
dc.issue.number2
dc.journal.titlePsychology and Marketing
dc.language.isoeng
dc.page.final345
dc.page.initial331
dc.page.total0
dc.publisherJohn Wiley and Sons Inc
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.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.titleHand movement speed in advertising elicits gender stereotypes and consumer responses
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/publishedVersion
dc.volume.number39
dspace.entity.typePublication
person.identifier.scopus-author-id57280169900
person.identifier.scopus-author-id56175198900
relation.isAuthorOfPublication66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
relation.isAuthorOfPublication.latestForDiscovery66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
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