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.
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.
Eda Sayin, IE Business School, IE University, Spain
Sumit Malik, IE Business School, IE University, Spain
NA - Advances in Consumer Research Volume 48 | 2020
Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors
Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA
Consumers' response to branded longevity
Anthony Moussa, Paris School of Business
Virginie de Barnier, IAE AIX MARSEILLE UNIVERSITY
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore