I7. Male Spokespeople: Antecedents and Consequences of Social Comparison
This study demonstrated that highly attractive male spokespeople revealing muscles or gazing directly at viewers evoked upward comparisons and stronger envy emotions from male consumers. Stronger relative benign envy facilitates advertising effects. Female image and beauty type moderate the formation of envy. Results contribute to social comparison and envy theories.
Citation:
Hsuan-Yi Chou, Xing-Yu (Marcos) Chu, and Chieh-Wen Cheng (2018) ,"I7. Male Spokespeople: Antecedents and Consequences of Social Comparison", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 902-902.
Authors
Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Narrow Algorithmic Searches Perpetuate Bias
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA
Featured
Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect
Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA
Featured
I13. Ambient Light, Gender, and Creativity
Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA