反性别刻板印象代言人性别气质和产品信号对广告效果的影响——基于男明星代言女性产品的情境  

The Impact of Gender Traits of Cross-gender Stereotype Endorsement and Product Signaling on Advertising Effectiveness:Based on the Context of Male Star Endorsing Female Products

作　　者：江红艳 许梦梦 陈红 刘邦舜 Jiang Hongyan;Xu Mengmeng;Chen Hong;Liu Bangshun(School of Economics and Management,China University of Mining and Technology,Xuzhou 221116;School of Business,Jiangnan University,Wuxi 214122;Research Institute of National Security and Green Development,Jiangnan University,Wuxi 214122)

机构地区：[1]中国矿业大学经济管理学院,徐州221116 [2]江南大学商学院,无锡214122 [3]江南大学国家安全与绿色发展研究院,无锡214122

出　　处：《管理评论》2022年第7期175-188,共14页Management Review

基　　金：国家自然科学基金面上项目(72072172,71672187);国家自然科学基金重点项目(71832015);江苏省社会科学基金一般项目(20GLB005);中央高校基本科研业务费专项资金资助项目(2021ZDPYYQ006)。

摘　　要：男明星代言女性产品(即反性别刻板印象代言)的现象在市场上频繁出现。然而,以往研究较少关注不同性别气质(男性化vs.女性化)的明星代言问题。鉴于此,本文基于反性别刻板印象代言的营销情境,探究代言人性别气质和产品信号对广告效果的交互影响。结果发现,当身份(vs.功能)信号凸显时,男性化(vs.女性化)气质的反性别刻板印象代言人的广告效果较好。而且,独特性感知和质量感知在其中分别发挥显著的中介作用。进一步,基于图式不协调理论揭示了代言人与产品品类的不协调程度可以作为上述交互效应的边界条件。本研究拓展和补充了匹配假说和图式不协调理论在反性别刻板印象代言领域的研究,而且为企业提供了更细致化的产品代言人选择和广告宣传策略,具有重要的理论贡献和实践意义。The phenomenon of male stars endorsing female products(cross-gender stereotype endorsement)appears frequently in marketing.However,there are few studies focusing on star endorsement with different gender traits(masculine trait vs.feminine trait).Hereby the present research aims to explore how the interactive effect between spokesperson’s gender traits and product signaling influences advertising effectiveness in the context of cross-gender stereotype endorsement.The analysis results indicate that,when identity signaling(vs.function signaling)is activated,cross-gender stereotype endorsement with masculine(vs.feminine)trait has a greater advertising effectiveness and such effect is driven by perceptions of uniqueness and quality.Furthermore,this study investigates the moderating role of incongruity level between product and endorsement in the above effects based on the Schema Incongruity Theory.This research has important theoretical contributions by expanding and enriching empirical studies of Match-up Hypothesis and Schema Incongruity Theory in the field of cross-gender stereotype endorsement,and practical implications by providing more detailed strategies of spokesperson selection and product advertising for managers.

关 键 词：反性别刻板印象代言 性别气质 产品信号 独特性感知 质量感知 

分 类 号：C913.14[经济管理] F273.2[社会学] F713.8