“Are Blondes More Hedonic than Brunettes?” Stereotype Effects on Willingness to Pay for Hedonic and Utilitarian Products

Abstract

This research examines the fit between stereotypes and hedonic and utilitarian products. We suggest that the product-stereotype fit and gender influence consumers’ willingness to pay for a product. Stereotypes were activated by showing participants two versions of advertising (hedonic and utilitarian) with a blonde (vs. brunette) spokesperson. Results from a pilot study show that the blonde stereotype increases willingness to pay for hedonic products and brunettes for utilitarian products; these effects are only valid for men, but not for women. The paper presents the implications for the advertising of utilitarian and hedonic products.