Eric is bad, but Erica is worse: greater negativity bias toward female brands

Timucin Ozcan, Michael Hair, Ahmet M. Hattat
{"title":"Eric is bad, but Erica is worse: greater negativity bias toward female brands","authors":"Timucin Ozcan, Michael Hair, Ahmet M. Hattat","doi":"10.1080/10696679.2022.2067066","DOIUrl":null,"url":null,"abstract":"ABSTRACT We predicted that brand gender moderates the effect of information valence on attitude change, such that negative information leads to a greater decline in attitude for female brands due to differences in trust change. We conducted three studies to test this prediction. Study 1 (N = 260) and Study 2 (N = 205) results reveal a conditional direct effect of negative information on attitude change, whereby negative information decreases attitude more for female (vs. male) brands; these studies also show a conditional indirect effect of negative information on attitude change via trust change, such that negative information decreases trust more for female (vs. male) brands, which leads to a decrease in attitude. By analyzing 2.68 million Yelp.com customer reviews, the results for Study 3 further demonstrate the gender disparity in review usefulness.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2022.2067066","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 1

Abstract

ABSTRACT We predicted that brand gender moderates the effect of information valence on attitude change, such that negative information leads to a greater decline in attitude for female brands due to differences in trust change. We conducted three studies to test this prediction. Study 1 (N = 260) and Study 2 (N = 205) results reveal a conditional direct effect of negative information on attitude change, whereby negative information decreases attitude more for female (vs. male) brands; these studies also show a conditional indirect effect of negative information on attitude change via trust change, such that negative information decreases trust more for female (vs. male) brands, which leads to a decrease in attitude. By analyzing 2.68 million Yelp.com customer reviews, the results for Study 3 further demonstrate the gender disparity in review usefulness.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
埃里克很糟糕,但艾丽卡更糟糕:对女性品牌的负面偏见更大
摘要我们预测,品牌性别会调节信息效价对态度变化的影响,因此,由于信任变化的差异,负面信息会导致女性品牌态度的更大下降。我们进行了三项研究来检验这一预测。研究1(N=260)和研究2(N=205)的结果揭示了负面信息对态度变化的条件直接影响,即负面信息对女性(相对于男性)品牌的态度影响更大;这些研究还表明,负面信息通过信任变化对态度变化产生了条件间接影响,即负面信息对女性(相对于男性)品牌的信任度降低更大,从而导致态度下降。通过分析268万条Yelp.com客户评论,研究3的结果进一步证明了评论有用性方面的性别差异。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
6.80
自引率
6.70%
发文量
37
期刊介绍: The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
期刊最新文献
To block or not to block? Predictors of ad blocker usage Customer relationship management in healthcare: strategies for adoption in a public health system Creative consumers and experiential benefits and outcomes of upcycling end-of-life products Examining the impact of absorptive capacity and organizational learning on international strategic performance: can the two go together? Proxy reports of others’ behaviors: when are they more accurate?
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1