ABSTRACT

We predicted that brand gender moderates the effect of information valence on attitude change, such that negative information leads to a greater decline in attitude for female brands due to differences in trust change. We conducted three studies to test this prediction. Study 1 (N = 260) and Study 2 (N = 205) results reveal a conditional direct effect of negative information on attitude change, whereby negative information decreases attitude more for female (vs. male) brands; these studies also show a conditional indirect effect of negative information on attitude change via trust change, such that negative information decreases trust more for female (vs. male) brands, which leads to a decrease in attitude. By analyzing 2.68 million Yelp.com customer reviews, the results for Study 3 further demonstrate the gender disparity in review usefulness.

摘要

我们预测，品牌性别会调节信息效价对态度变化的影响，由于信任变化的差异，负面信息会导致女性品牌态度的更大下降。我们进行了三项研究来检验这一预测。研究 1 (N = 260) 和研究 2 (N = 205) 结果揭示了负面信息对态度改变的有条件直接影响，即负面信息更多地降低了女性（相对于男性）品牌的态度；这些研究还表明，负面信息通过信任改变对态度改变产生有条件的间接影响，例如负面信息会更多地降低对女性（相对于男性）品牌的信任，从而导致态度下降。通过分析 268 万条 Yelp.com 客户评论，研究 3 的结果进一步证明了评论有用性方面的性别差异。