Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation

IF 5.2 2区 管理学 Q1 BUSINESS Journal of Product and Brand Management Pub Date : 2024-04-23 DOI:10.1108/jpbm-07-2023-4590
Delphine Caruelle
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引用次数: 0

Abstract

Purpose

The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”).

Design/methodology/approach

Across three experiments, the effect of gendered (vs gender-unrelated) product differentiation on perceived brand sexism and word-of-mouth intention was tested. The moderating effects of feminist identity (Studies 1 and 2), endorsement of sexist beliefs (Study 2) and basis (stereotypical vs biological) for product differentiation (Study 3) were also tested.

Findings

Consumers perceive brands that offer gendered product differentiation as sexist, which in turn leads to negative word-of-mouth intention. Moreover, consumers with a strong feminist identity are more likely to perceive brands that offer gendered product differentiation as sexist, whereas consumers who endorse sexist beliefs are less likely to do so. Finally, consumers respond negatively when the gendered product differentiation is based on a gender stereotype, but much less so when it seems based on a biological difference between sexes.

Originality/value

Although multiple brands offering gendered products have been denounced by consumers as sexist, no research has examined this phenomenon. This paper pioneers in examining the consumer response to brands offering gendered product differentiation and in demonstrating that consumers perceive such brands as sexist.

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进行产品性别区分的品牌是否被视为性别歧视?实验调查
本文旨在研究消费者对品牌提供性别产品差异化(即 "适合她 "或 "适合他 "的产品)的反应。通过三个实验,测试了性别产品差异化(与性别无关)对感知到的品牌性别歧视和口碑意向的影响。此外,还测试了女性主义身份(研究 1 和 2)、性别歧视信念的认可(研究 2)和产品差异化的基础(刻板印象与生物学基础)(研究 3)的调节作用。此外,具有强烈女性主义特征的消费者更有可能将提供性别产品差异化的品牌视为性别歧视,而认可性别歧视观念的消费者则不太可能这样做。最后,当产品的性别区分是基于性别刻板印象时,消费者会做出负面反应,而当产品的性别区分似乎是基于两性之间的生理差异时,消费者的反应就会小得多。 原创性/价值虽然提供性别产品的多个品牌都被消费者谴责为性别歧视,但还没有研究对这一现象进行过研究。本文开创性地研究了消费者对提供性别产品差异化的品牌的反应,并证明消费者认为此类品牌具有性别歧视倾向。
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来源期刊
CiteScore
10.90
自引率
19.60%
发文量
59
期刊介绍: Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.
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