What’s best for whom? The effect of product gender depends on positioning
通过实验发现，消费者在享乐目标下更倾向女性化产品，在功能目标下更倾向男性化产品；产品定位（享乐或功能）与性别匹配时评价更高，感知可信度起中介作用。
Purpose This paper aims to investigate how product positioning affects the influence of product gender on consumers’ product evaluations. Design/methodology/approach Using experimental designs, this research investigates how hedonic versus functional consumption goals affect consumers’ choice between feminine and masculine products (Study 1) and how positioning products as either hedonic or functional influences consumers’ evaluations of feminine and masculine products (Studies 2 and 3). Findings When pursuing hedonic consumption goals, consumers are more likely to choose feminine (vs masculine) products, whereas when pursuing functional consumption goals, consumers are more likely to choose masculine (vs feminine) products. Further, consumers evaluate feminine products more favorably when the products are hedonically (vs functionally) positioned, whereas they evaluate masculine products more favorably when the products are functionally (vs hedonically) positioned. Perceptions of product credibility mediate this effect. Research limitations/implications Connecting theories of gender identity, product positioning and congruity, this study extends previous literature by demonstrating that the effects of product gender are context-dependent. Practical implications Many companies use visual design cues (e.g. shape, color) to promote their products’ gender. The findings of this study suggest that companies promoting their products as feminine should highlight the products’ hedonic benefits, whereas companies promoting their products as masculine should highlight the products’ functional benefits. Originality/value Applying a conceptual congruity approach, this research is the first to demonstrate that the effects of product gender on consumers’ product evaluations depend on the product’s positioning.