“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

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。     

“一”人代言的魅力：品牌代言人数如何影响消费者的品牌态度

有的品牌仅邀请一位名人代言, 而有的品牌由多位名人代言, 那么一人代言还是多人代言会更有效?为了回答该问题, 研究基于形象转移视角和单人积极偏差, 深入探究了品牌代言人数因素(一位代言人vs.多位代言人)对品牌态度的影响机制和边界条件。研究发现：相比品牌多人代言, 品牌单人代言使消费者的品牌态度更高。原因在于消费者与一位(vs.多位)品牌代言人的自我-品牌联结更紧密, 进而促进品牌态度。该品牌代言人效应仅局限于象征型产品, 而对于非身份象征型产品, 品牌单人代言(vs.品牌多人代言)对品牌态度无显著差异。此外, 当多位品牌代言人为一个团体时, 品牌代言人数效应将被逆转, 即品牌多人代言(vs.品牌单人代言)对品牌态度的影响更高。     

有“新”同享：共有消费促进对不熟悉产品的选择*

共有消费是多位消费者共同参与并承担开销的一种常见的消费活动。本研究基于风险转移理论, 探究了消费情境(单独消费vs.共有消费)对不熟悉产品偏好的作用机理及边界条件。通过5个实验, 结果发现：相比于单独消费情境下的消费者, 在共有消费情境下的消费者更愿意尝试不熟悉的产品。原因在于共有消费情境会转移消费风险, 使得消费者对不熟悉产品的感知风险降低。但是该效应仅发生于产品风险较低的产品。同时, 当共有消费群体的关系较为疏远时, 该效应会消失甚至逆转。     

领导者性别身份的评价差异：基于内隐领导理论的实证分析

本研究基于内隐领导理论,运用配对问卷法,探究领导者性别身份的三种评价差异：自我评价与下属评价的差异,男性领导与女性领导的下属评价差异,男性下属与女性下属的评价差异。结果显示,与领导者自评的性别身份相比,下属易高估领导者的男性化;且下属评价男性领导的男性化显著高于女性化,而评价女性领导时两者并不存在显著差异。此外,男性下属对领导男性化的评价高于女性下属的评价。     

女性员工如何进行性别身份印象管理?

女性员工性别身份印象管理是指女性员工为了扭转他人对自己女性身份的偏见和消极印象,而影响他人看法的过程。性别身份印象管理策略包括社会再范畴化策略和积极区分策略,前者旨在减少与女性身份的联系,后者意在强调女性身份的积极意义。两类策略会对女性获得的评价、职业发展和个人福祉产生不同的效果;工作场所偏好、性别刻板印象强弱等因素调节了这两类策略的效果。未来研究应继续从性别身份印象管理、组织干预和中国文化背景等方面探讨如何减少性别歧视对女性员工的影响。     

序列依赖效应——一种全新的“历史效应”

自2014年来, 研究者在视觉加工中发现一种全新的历史效应——序列依赖效应(当前刺激加工向先前刺激方向偏移的吸引性加工偏差)。近期研究发现：该效应广泛存在于视觉加工的各个层面(既包括朝向、空间位置、数量等低级特征, 也包括身份、吸引力、美感等高级属性); 其来源极为复杂(包括感觉编码、高级皮层的反馈调节、工作记忆、决策模板、感知与决策的级联等), 反映出不同层次的过往加工痕迹向当前认知的投射。针对该效应的典型特征、影响因素、认知与神经机制, 已涌现大量研究, 同时也存在严重争论, 亟待研究者深入探讨和厘清。     

“一”人代言的魅力：品牌代言人数如何影响消费者的品牌态度

有的品牌仅邀请一位名人代言,而有的品牌由多位名人代言,那么一人代言还是多人代言会更有效?为了回答该问题,研究基于形象转移视角和单人积极偏差,深入探究了品牌代言人数因素(一位代言人vs.多位代言人)对品牌态度的影响机制和边界条件。研究发现:相比品牌多人代言,品牌单人代言使消费者的品牌态度更高。原因在于消费者与一位(vs.多位)品牌代言人的自我-品牌联结更紧密,进而促进品牌态度。该品牌代言人效应仅局限于象征型产品,而对于非身份象征型产品,品牌单人代言(vs.品牌多人代言)对品牌态度无显著差异。此外,当多位品牌代言人为一个团体时,品牌代言人数效应将被逆转,即品牌多人代言(vs.品牌单人代言)对品牌态度的影响更高。     

工作反刍及其“双刃剑”效应

工作反刍指在没有要求其出现的情境下, 有意识的、重复发生的工作方面的相关想法, 分为工作相关情感反刍与工作相关问题解决沉思两个维度。工作反刍对个体健康、工作及幸福感的影响有“双刃剑”效应。持续性认知理论、压力认知激活模型与认知资源视角理论, 可以解释该效应的内在机制。未来研究应分析影响双刃剑效应的边界条件, 寻求减少消极效应、增加积极效应的途径, 拓展其双刃剑效应心理机制的分析视角和该效应的作用层面。     

商品-模特距离及广告诉求对消费者评价的影响：性别的调节作用

广告中商品-模特距离和广告诉求在解释水平上匹配时,消费者评价更积极。三个实验检验了该匹配效应中性别的调节作用。实验1(模特在左,商品在右)发现,近距离下,可行性广告诉求引起更强的购买意愿;远距离下,结果相反。实验2(模特在右,商品在左)发现,在远距离合意性(远距离可行性)广告诉求条件下,女性(男性)的商品态度更积极,购买意愿更强。实验3(模特在上,商品在下)发现,在远距离情况下,合意性广告诉求引起更积极的商品态度和更强的购买意愿;相比于可行性广告诉求,女性对合意性广告的评价更高,男性则更偏好可行性广告。综上,当模特在左商品在右时,商品-模特距离和广告诉求存在匹配效应;当模特在右商品在左时,匹配效应受到消费者性别调节。     

“激将法”会激发还是打击员工?感知能力不被领导信任的“双刃剑”效应

感知能力不被领导信任是信任研究的重要内容。已有研究普遍认为感知不被领导信任会对员工的自我产生不利影响。相反, 传统领导方式“激将法”则认为领导的不信任可以刺激员工展现更好的自我。为了解释上述矛盾, 本研究基于自我评价理论和心理逆反理论, 采用实验研究和多源多时间点问卷调查研究方法, 探讨了感知能力不被领导信任对员工自我的“双刃剑”效应及边界条件。研究结果表明, 当员工感知领导能力较强时, 感知能力不被领导信任会通过降低员工的工作效能感削弱员工的工作努力和绩效表现; 当员工感知领导能力较弱时, 感知能力不被领导信任会通过增强员工证明自我能力动机提升员工的工作努力和绩效表现。     

Revealing Gender Double Standards in the Parenthood Norm Depends on Question Order

Becoming a parent has been described as a dominant social norm, especially for women. Though some research has indicated changes toward more flexible gendered parenthood norms, methodological issues may be masking the continued presence of a gender double standard. In line with the condition for activation of double standards, we postulated that endorsement of the parenthood norm would vary depending on the response context. Our aim was to analyze the parenthood norm for women and for men taking into account the response context in a quantitative survey. In a French nationally-representative sample, more than 4,000 female and male adults were asked whether a woman/man can have a fulfilled life without having children in two questions presented in a random order. Based on the literature on question-order effects, the answer to the first question should be influenced by the participant’s personal background (e.g., gender, parental status), i.e., the personal background context, whereas the question asked second should be influenced by the comparison with the first question, i.e. the social relational context. In the personal background context, the own-gender parenthood norm was endorsed more strongly than the other-gender parenthood norm by both female and male participants. In contrast, in the social relational context, the parenthood norm for women was endorsed more strongly than the parenthood norm for men by both female and male participants. Our results showed a strong gender double standard observed only in the comparative context and illustrates the need to use appropriate survey methodology to examine the presence of gendered social norms.

     

Gender Differences in Being Thanked for Performing a Favor

We examined gender differences in how one responds to being thanked for a favor. Using experimental passages, we manipulated who requested the favor and the manner in which the favor is asked. Male and female participants received a set of scenarios in which social status, gender and directness of the request were orthogonally varied. Although male and female participants had very similar perceptions of whether the favor was a command or not, male but not female participants, generated more accommodating and fewer non-accommodating acknowledgments when thanked. The effect was strongest when the request was made by a boss (relative to a peer), especially if the boss was male, and made the request in a direct manner. These data are consistent with the notion that, for males, more than so for females, interactions that make salient one’s dominance status is relevant to gender-identity, and is linguistically reflected in a basic social exchange.     

Watching Aggressive, Attractive, Female Protagonists Shapes Gender Roles for Women Among Male and Female Undergraduate Viewers

The impact of exposure to media representations of aggressive, attractive, female protagonists on audiences?? gender role expectations for women was explored through a laboratory experiment with 122 undergraduates from a large university on the west coast of the United States. Participants viewed a segment of a major Hollywood motion picture that featured a female protagonist who was either highly attractive or less attractive and either highly aggressive or not aggressive. Viewing clips featuring a female protagonist who was both aggressive and stereotypically attractive led to greater endorsement of stereotypically feminine and stereotypically masculine gender role expectations for women. The effect on endorsement of stereotypically masculine expectations was partially mediated by the perception that the protagonist was a good role model for women. Although women endorsed both feminine and masculine gender role expectations for women more strongly than men, the effects of exposure to aggressive, attractive, female protagonists were similar for both male and female participants. Results are discussed in terms of gender stereotype activation and superwoman expectations for women.     

Male and Female Voices in Commercials: Analysis of Effectiveness, Adequacy for the Product, Attention and Recall

In radio advertising, there is a strong tendency to employ male voices more often than female voices in the belief that male voices sound more convincing. As a result, a gender stereotype is established which would appear to be upheld more by tradition than actual advertising effectiveness. This experimental study analyses the influence of gender on the effectiveness of the voice in terms of adequacy to the product, the ability to attract listeners’ attention and the degree to which voice gender contributes to recall. The objective is to ascertain whether or not the patent infra-use of the female voice is justified. To this end, a gender-balanced sample of 372 students of journalism from Spain was employed. The findings show that when a question is asked about an alleged association with a pre-existing vocal stereotype the answer is consistent with the gender of the voice and the type of product, though this does not occur when the aspects are unrelated, such as voice effectiveness, attention or recall. Accordingly, the supremacy of the male voice over the female voice in radio advertising and the repeated association between voices and types of products is more based on tradition than on alleged advertising effectiveness.     

Low-effort thought promotes political conservatism

The authors test the hypothesis that low-effort thought promotes political conservatism. In Study 1, alcohol intoxication was measured among bar patrons; as blood alcohol level increased, so did political conservatism (controlling for sex, education, and political identification). In Study 2, participants under cognitive load reported more conservative attitudes than their no-load counterparts. In Study 3, time pressure increased participants' endorsement of conservative terms. In Study 4, participants considering political terms in a cursory manner endorsed conservative terms more than those asked to cogitate; an indicator of effortful thought (recognition memory) partially mediated the relationship between processing effort and conservatism. Together these data suggest that political conservatism may be a process consequence of low-effort thought; when effortful, deliberate thought is disengaged, endorsement of conservative ideology increases.     

"SOMEONE LIKE ME CAN BE SUCCESSFUL": DO COLLEGE STUDENTS NEED SAME-GENDER ROLE MODELS?

Two studies examined the extent to which matching on gender determines the impact of career role models on the self. Because women face negative stereotypes regarding their competence in the workplace, they may derive particular benefit from the example of an outstanding woman who illustrates the possibility of overcoming gender barriers to achieve success. In contrast, men may not have the same need for same-gender role models. Study 1 assessed the impact of gender-matched and mismatched career role models on the self-perceptions of female and male participants. In Study 2, female and male participants were asked to describe a career role model who had inspired them in the past. In both studies, results indicated that female participants were more inspired by outstanding female than male role models; in contrast, gender did not determine the impact of role models on male participants.     

The threat vs. challenge of car parking for women: How self- and group affirmation affect cardiovascular responses

This study examines cardiovascular responses indicating challenge (vs. threat) during motivated performance of women under social identity threat. Low gender identified women should primarily be concerned with their personal identity and self-worth, leading them to benefit from self-affirmation under social identity threat. Highly identified women, conversely, should care more for the value of their group and benefit more from group affirmation. Among 64 female participants social identity threat was induced by emphasizing gender differences in car-parking ability. Then, participants received an opportunity to affirm the self or the group and worked on a car-parking task. During this task, cardiovascular challenge versus threat responses were assessed according to the biopsychosocial model (Blascovich, 2008). Results confirmed predictions by showing that self-affirmation elicited cardiovascular patterns indicating challenge in low identifiers, while group affirmation elicited challenge in high identifiers. Theoretical implications for work on social identity are discussed.     

Chronic threat and contingent belonging: protective benefits of values affirmation on identity development

Two longitudinal field experiments in a middle school examined how a brief "values affirmation" affects students' psychological experience and the relationship between psychological experience and environmental threat over 2 years. Together these studies suggest that values affirmations insulate individuals' sense of belonging from environmental threat during a key developmental transition. Study 1 provided an analysis of new data from a previously reported study. African American students in the control condition felt a decreasing sense of belonging during middle school, with low-performing students dropping more in 7th grade and high-performing students dropping more in 8th grade. The affirmation reduced this decline for both groups. Consistent with the notion that affirmation insulates belonging from environmental threat, affirmed African American students' sense of belonging in Study 1 fluctuated less over 2 years and became less contingent on academic performance. Based on the idea that developmentally sensitive interventions can have long-lasting benefits, Study 2 showed that the affirmation intervention was more effective if delivered before any drop in performance and subsequent psychological toll could unfold. The role of identity threat and affirmation in affecting the encoding of social experience, and the corresponding importance of timing treatments to developmentally sensitive periods, are explored.     

Masculinity threats influence evaluation of hypermasculine advertisements

ABSTRACT

The precarious manhood paradigm posits that many men view their gender as a social status that must be earned and maintained, and can be lost. The present study applied the precarious manhood paradigm to a hypermasculine advertisement. A sample of 208 men was collected online. Using a false feedback paradigm, men’s masculinity was either threatened, or not threatened. The men then viewed one of two commercials. One commercial was a neutral, control advertisement, and one was a hypermasculine advertisement. We also measured participants’ endorsement of masculine norms. Results of a moderated moderation analysis indicated that men in the threat condition were more likely to view the hypermasculine advertisement as being masculinity-enhancing, if they also endorsed the masculine norms of Winning, Heterosexual Self-Presentation, and Power over Women. Results for future research applying precarious manhood to advertising, and implications for clinical work with men, are discussed.