In recent years, sexual harassment has become more acknowledged in many developed countries. However, in East Asian culture, it is a sensitive and controversial topic upon which few scholars have focused. The current research aimed to explore whether the relationship between feminist identity and perception of sexual harassment was affected by target’s traditional or nontraditional gender stereotypicality and types of sexual harassment (unwanted sexual attention or gender harassment) among Chinese working women. The participants were 424 heterosexual women, aged 18 to 71 years-old (mdn?=?31), who completed surveys that assessed their feminist Active Commitment and perception of sexual harassment after reading a randomly assigned sexual harassment scenario. Women with higher scores on Active Commitment were more aware of both types of sexual harassment, and participants’ perception of unwanted sexual attention was significantly stronger than their perception of gender harassment. In addition, the types of targets and types of sexual harassment moderated the relationship between Active Commitment and the perception of sexual harassment. Our findings highlight the importance of feminist identity for the perception of sexual harassment and suggest that improving gender equality and feminist education is very important for enhancing the perception of sexual harassment.
Advertisements using assertive language are commonly seen in marketing communications, yet assertive language has often been shown to be ineffective in communication and even decrease compliance. Recent research began to examine factors that influence the effectiveness of assertive advertising messages, but little research has studied the potential moderating role of consumer‐related factors. The current research fills this gap by investigating the moderating role of consumers’ power. Across five studies, the authors find that for high‐power consumers, assertive ads are effective in promoting want products but ineffective in promoting should products. For low‐power consumers, however, assertive ads are effective in promoting should products but ineffective in promoting want products. Moreover, the authors show that this pattern of results is driven (mediated) by consumers’ perception of the fit between the advertising message and the advertised product. Theoretical and practical implications of the findings are discussed. 相似文献