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.
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