“美男诱惑”真的奏效吗:男性代言女性产品对女性消费者产品评价的影响  

Does“male beauty”really work:The impact of male endorsements on female consumers’evaluation of female-gender-imaged product

作　　者：王丽丽[1] 董梦璐 WANG Lili;DONG Menglu(School of Management,Zhejiang University,Hangzhou 310058,China)

机构地区：[1]浙江大学管理学院,杭州310058

出　　处：《心理学报》2022年第2期192-204,共13页Acta Psychologica Sinica

基　　金：国家自然科学基金面上项目(71972169)资助。

摘　　要：男性代言女性产品的广告策略真的奏效吗?本文旨在探讨女性产品代言人性别与女性消费者对该产品评价之间的关系。4个实验的结果显示,与女性代言女性产品相比,男性代言时女性消费者对该产品的评价会显著降低。该影响是通过身份威胁感的中介实现的。此外,身份肯定对该效应存在调节作用。具体来讲,当被试受到女性身份肯定操控时,主效应会加强。本文实证研究了男性代言女性产品可能带来的负面效应,基于性别认同一致性理论拓展了产品性别属性的下游结果。Nowadays,using male spokesperson to endorse female-gender-imaged product has become an important advertising strategy and has penetrated into many female-gender-imaged products,especially thanks to celebrity influence.Does it really work?While previous research only combined with a certain degree of theory to explain the cross-gender endorsement phenomenon,this paper aims to explore the relationship between the gender of female-gender-imaged product spokesperson and female consumer’s product evaluation through a quantitative approach.Specifically,we proposed that when male spokesperson endorses female-gender-imaged product,female consumers would significantly downgrade their evaluation of the products compared to female spokesperson,which is mediated by a sense of gender-identity threat.In addition,when the participants are manipulated to increase gender affirmation,the main effect would be strengthened.Study 1 used a single factor(gender of female-gender-imaged product spokesperson:male vs.female)between-subjects design.145 female college students were invited to participate in this study.Participants were asked to imagine a billboard advertising a lipstick endorsed by male star or female star,and then evaluated this lipstick by a scale.We examined the main effect through this scenario that using male spokesperson to endorse female-gender-imaged product would decrease female consumers’product evaluation.Study 2A used a similar between-subjects design.119 female participants were recruited to imagine a billboard of obstetrics and gynecology hospital endorsed by male star or female star,and then evaluated this obstetrics and gynecology hospital as well as sense of gender-identity threat by scales.Study 2 B invited 136 female college students to replicate the results of Study 2 A,ruling out the alternative explanations of shyness and shame.Participants were asked to look at an underwear advertisement poster that used endorsement by a real celebrity.We repeated the results of Study 1 and confirmed the mediating

关 键 词：跨性别代言 产品评价 身份威胁感 女性身份肯定 性别认同一致性 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]