Hand movement speed in advertising elicits gender stereotypes and consumer responses

Volume: 39, Issue: 2, Pages: 331 - 345
Published: Oct 4, 2021
Abstract
Merely observing the hand movement speed with an advertised product can affect consumer perception. Five studies show that hand movement speed when observed (e.g., watching or even reading the description of slow vs. fast hand interaction with a product) elicits distinct associations in the consumer's mind and affects their responses. We suggest that people implicitly associate speedy movements with a more masculine (than feminine) behavior and...
Paper Details
Title
Hand movement speed in advertising elicits gender stereotypes and consumer responses
Published Date
Oct 4, 2021
Volume
39
Issue
2
Pages
331 - 345
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