Is Fast Feminine? the Effect of Speed of Observed Hand-Motor Actions on Consumer Judgment and Behaviors

This paper shows that observing a slow (vs. fast) hand-motor action with an advertised product (e.g., fabric, shaving foam, etc) can evince stereotypic feminine (vs. masculine) schematic associations and, subsequently, alter consumer judgment. In three studies, we provide evidence on the effect of dynamic-observed experiences across advertising contexts.



Citation:

Eda Sayin and Sumit Malik (2020) ,"Is Fast Feminine? the Effect of Speed of Observed Hand-Motor Actions on Consumer Judgment and Behaviors", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1074-1079.

Authors

Eda Sayin, IE Business School, IE University, Spain
Sumit Malik, IE Business School, IE University, Spain



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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