The present study draws on theories and prior research on corporate social responsibility (CSR) and gender attitudes (i.e., sexism) to understand young Chinese peoples’ responses toward women-empowering advertising (i.e., femvertising). We conducted two experiments in which male and female Chinese college students (232 in Study 1 and 231 in Study 2) were exposed to either women-empowering or control advertisements (traditional ad in Study 1 and gender-irrelevant ad in Study 2) and reported their attitudes about the ads as well as their purchase intentions toward the advertised products (shampoo and smartphone, respectively). In line with our predictions, both experiments showed that messaging about women’s empowerment in advertising can induce perceptions of CSR, thereby increasing favorable responses such as enhanced positive ad attitudes and increased purchase intentions toward the advertised products. Moreover, hostile sexism was negatively associated with consumer responses toward femvertising such that the lower participants’ hostile sexism, the more positive ad attitudes and stronger purchase intent participants they reported. However, benevolent sexism was not predictive of consumer responses toward femvertising. These results offer insights into people’s responses toward women-empowering advertisements and also have practical implications for advertisers and marketers who are interested in using such an advertising tactic to promote products and services.
Animal Cognition - Finding suitable sleeping sites is highly advantageous but challenging for wild animals. While suitable sleeping sites provide protection against predators and enhance sleep... 相似文献
We present a new experimental paradigm where choice-induced preference change is measured for alternatives which are never compared directly, but rather confronted with other alternatives in a way which keeps choices predictable without exogenously manipulating them. This implicit-choice design improves on the free-choice paradigm, avoiding the recently criticized selection bias. Rating and ranking spreads in two experiments show that preference-based choices feed back into and alter preferences even if choices are not directly among similarly evaluated alternatives. In agreement with recent brain-imaging evidence, response time measurements for direct choice pairs in our experiments indicate that reappraisal processes are already triggered during decision making, with larger post-choice spreads (sharper attitude change) being associated to quicker decisions. 相似文献
We hypothesized that the companionship of a close other would buffer the negative effect of ostracism for people with a strong sense of self-esteem. Participants were either included or ostracized during the experiment with the presence of a close other or a stranger. We measured the participants' self-esteem and feelings about the ostracism or inclusion experience. Consistent with our predictions, participants accompanied by a close other were less threatened by the ostracism experience than those accompanied by a stranger; furthermore, the buffering effect of a social companion on ostracism was more apparent among participants high in self-esteem but not among those low in self-esteem. The implications of these findings for ostracism research were discussed. 相似文献
The influence of ruthenium (Ru) on the partitioning behavior of W, Re and Cr in γ′-Ni3Al has been studied using the Dmol3 method based on the density functional theory. The calculated results show that W, Re and Cr have a preference for the Ni site in γ′-Ni3Al alloyed with Ru. When Ru substitutes the central Ni atom, the site preference for W, Re and Cr varies. Furthermore, an electronic structure analysis of the alloy in terms of the Mulliken population and partial density of states was performed to elucidate the alloying mechanism of Ru in γ′-Ni3Al. The results show that the strengthening effect of Ru in the alloy arises from a reduction in the binding energy of Ru as well as p-orbital hybridization between Ru and the host atoms. 相似文献