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.
Sex Roles - Attitudes toward establishing sexual consent is an important prerequisite for understanding whether and how men will actively negotiate consent in sexual activities. However, little is... 相似文献
Sex Roles - Rape victims are frequently blamed for their own victimization, which adds to their psychological distress. However, Chinese scholars have generally not paid attention to the... 相似文献
This study employed Ecological Momentary Assessment to test predictions from appraisal theories of emotion about the relationships between emotions and appraisals, using a sample of police officers from Singapore. Strong support was obtained for the predictions, thus demonstrating ecological validity of appraisal theories while circumventing shortcomings of previously used methods in appraisal studies. The results also indicate that the emotions were accounted for by specific configurations of appraisals over and above those accounted for by individual constituent appraisals. 相似文献
ObjectivesThe objective of this study is to report on the development of an instrument to assess non-physical aspects of physical activity (PA)-related self-worth (SW).MethodsThree hundred thirty five women (mean age = 36.69 ± 15.94 yrs, BMI = 24.87 ± 4.56) completed the Women's Physical Activity Self-Worth Inventory (WPASWI), General SW Scale, and a PA Questionnaire. Rasch analysis was used to evaluate the WPASWI.ResultsThree PA-related SW subscales were identified: PA Knowledge (16 items), PA Emotional (13 items), and PA Social (8 items). Rasch analysis supported construct validity, and items demonstrated acceptable internal consistency (Cronbach's alpha = 0.90, 0.87 and 0.72) and test-re-test reliability (r = 0.79, 0.70, 0.81). Women who reported regular PA participation had higher PA Knowledge, PA Emotional, PA Social, and General SW than those who reported some or no PA (p < 0.01) and correlations between Knowledge, Emotional, and Social SW subscales and General SW were 0.207, 0.130, and 0.220, respectively. PA Knowledge and PA Emotional SW had stronger correlations with PA (r = 0.344, 0.273, respectively) than did General SW (r = 0.133).ConclusionsThe WPASWI demonstrated good internal consistency, reliability, construct validity and a stronger relationship with PA than a General SW instrument. 相似文献