Sun Yat-Sen Management Review

  Journal Fullview

Sun Yat-Sen Management Review  2001/9

Vol. 9, 英文特刊  p.3-18


Title
Gender Difference in Persuasibility: The Moderating Role of Product Type and Source Expertise
Gender Difference in Persuasibility: The Moderating Role of Product Type and Source Expertise
(633505452493750000.pdf 431KB)

Author
Nai-Hwa Lien/National Taiwan University
Nai-Hwa Lien/

National Taiwan University


Abstract(Chinese)

(633505452493593750.pdf 110KB)

KeyWord(Chinese)

Gender Difference, Communicator Sex, Source Expertise, Product Type


Abstract(English)

Conducting an experiment in the consumer behavioral context, this study examines 3 moderating variables influencing gender difference in persuasibility: communicator sex, source expertise, and sex role orientation (product type). Testimonial advertisements for two products, one is masculine and the other is feminine, were presented to college students and their responses to the advertisements were collected and analyzed. some 2-way and 3-way interactions were found in attitude toward advertisement, brand attitude, and purchase intention. Results suggested that women are not more persuasible than men. Both men and women have better brand attitude when the advertised product is endorsed by a person less .familiar with the product. Possible explanations are discussed.

(633505452493593750.pdf 110KB)

KeyWord(English)

Gender Difference, Communicator Sex, Source Expertise, Product Type


Domain
Other

Policy and management implications
(Available only in Chinese)


References