The Effect of Gender-Neutral Marketing on Consumer Attribute Preference
研究发现性别中立营销会降低消费者在评价产品时对美学的依赖，因为减少了二元性别刻板印象在决策中的作用，并通过八项预注册研究验证了该效应及其边界条件。
As consumer demand for gender inclusivity grows, numerous brands are actively embracing gender-neutral communication and practices to signal their commitment to inclusivity. While companies generally assume that gender-neutral marketing (i.e., efforts that explicitly reject binary gender categorization and stereotypes) nets favorable benefits, this research uncovers an unintended consequence of this marketing practice on consumer attribute preference. Specifically, the authors find that gender-neutral marketing decreases consumers’ reliance on aesthetics in product evaluations by reducing their endorsement of binary gender stereotypes in their decision-making. Eight preregistered studies—including field experiments, an eye-tracking study, and lab and online experiments—provide triangulating evidence for these propositions. The authors also identify three boundary conditions by revealing that the effect is less pronounced (1) when the brand exhibits a prominent binary gender personality, (2) among consumers who primarily rely on visual elements in their information processing, and (3) when the target product is expected to be used in a social context. These findings deepen our understanding of how diversity, equity, and inclusion in marketing shape consumer behavior and provide valuable insights for managers seeking to implement gender-neutral marketing tactics.