The Influence Of Non-Stereotypical Gender Role Endorsement On Advertising Effectiveness

In recent years,it has been more and more common for male celebrities to endorse female products,and such kind of advertisements will often have a good advertising effect and greatly improve sales.There is an interesting phenomenon in the relevant endorsement ads:some male stars maintain the inherent impression of the public on men,and their masculinity is very prominent,which produces good advertising effect.However,some male stars are completely opposite to the stereotype of men,and their feminine temperament is more prominent,which also produces a good advertising effect.So how does non-stereotypical gender role endorsement affect the advertising effect?In particular,are there any differences in the way that different non-stereotypical gender roles of spokesmen influence the advertising effect?What is the difference in the mediation mechanism?Therefore,this paper attempts to explain this phenomenon in theory.Based on the summary of previous studies,this article from the perspective of identity signaling,explores the influence of non-stereotypical gender role endorsement on advertising effect,and at the same time,investigates the mediating roles of uniqueness perception and quality perception in this process.Through two experiments,this paper explores the influence of identity signaling on the advertising effect of non-stereotypical gender role endorsement.Study one activates consumers into two types of identity signaling(prime identify vs.function)by completing the sentence task.Study two highlights the product's identity signaling(identity information vs.function information)through different advertising appeals.Through the analysis of the experimental results,this paper finds that,when the identity information is revealed,compared with the feminine temperament,the non-stereotypical spokesman with masculine temperament has a better advertising effect.When functional attributes are activated,the non-stereotypical spokesman with feminine temperament has a better advertising effect than that of masculine temperament.Later,we explore the mediating roles of uniqueness perception and functionality perception.The results show that uniqueness perception plays a mediating role in the influence of non-stereotypical gender role endorsement on consumers'evaluation when initiating identity information.When functional attributes are activated,quality perception plays a mediating role in the influence of non-stereotypical gender role endorsement on consumers' evaluation.From the perspective of identity signaling,this paper explores the influence of different types of non-stereotypical gender role endorsement on the advertising effect and the mediating mechanism of consumers' uniqueness perception and quality perception.It enriches the existing research conclusions of non-stereotypical endorsement and provides practical enlightenment for enterprises to select spokesmen.