Brand Perception and Gender Stereotype Products

Alexandra Hess, University of Waikato, New Zealand
Valentyna Melnyk, University of Waikato, New Zealand
Carolyn Costley, University of Waikato, New Zealand
Consumers often judge brands and companies using the warmth and competence dimensions. Our study demonstrates that subtle feminine (vs. masculine) primes included into the product’s description increase perceived brand warmth which translates to a higher purchasing likelihood. Interestingly, this effect is especially profound for masculine products.
[ to cite ]:
Alexandra Hess, Valentyna Melnyk, and Carolyn Costley (2012) ,"Brand Perception and Gender Stereotype Products", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , Duluth, MN : Association for Consumer Research, Pages: 184-187.