Agent Gender and Sex-Typed Social Influenceability in Online Communication

A computer-based online simulation is conducted where a computer agent with a contrived (male or female) gender identity interacts with consumers to guide their shopping for digital cameras. The results of an experiment show that when a female agent uses an aggressive sales tactic, the female agent suffers from a significant loss of her trustworthiness. However, the same sale aggressiveness demonstrated by a male agent does not negatively influence the subjects’ perceptions about the male agent’s competence and benevolence, nor is the subjects’ intention to trust the male agent negatively affected. Implications for effective gender-based salesmanship in e-marketing are discussed based on the experimental findings.



Citation:

Eun-Ju Lee (2007) ,"Agent Gender and Sex-Typed Social Influenceability in Online Communication", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 664-668.

Authors

Eun-Ju Lee, College of Business Administration, Chung-Ang University, Seoul, Korea



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Time-insensitive Budget Tracking: Nudging Consumers to Spread out Spending over Time

Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

Read More

Featured

F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal

Marwa Gad Mohsen, Babson College, USA

Read More

Featured

Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors

Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.