Effect Of Brand Spokesperson's Region On Perceived Products' Gender

It's more and more popular to use brand spokespersons to publicize and promote the brand.By virtue of certain personal characteristics of brand spokespersons,consumers can adjust the perceived products' gender,thus promoting corresponding consumption behaviors.Geographical features,as an important personal characteristic of brand ambassador,will also influence the perceived products' gender,as the result of the regional stereotype between the north and the south of China.Through three studies,this paper explores the influence of regional stereotyping of brand spokesperson on perceived product's gender and the moderating effect of implicit theories and the need to evaluate.Study 1 shows that the movie stars' regional stereotype will have influence on the differences between the male and female audience rating,thus preliminary confirmed that the brand spokespersons' regional stereotype will influence the perceived products' gender.Study 2 repeats the result of study 1 by the method of experiment.The experiment manipulates the regional feature of the spokesperson by different accent in the radio advertisement.And then we meaure the perceived product's gender in the two different regional conditions.Using experiment method,Study 3 also manipulates the regional features of the spokesperson by radio advertisement,the same method to Study 2.This study brings two viriables,the implicit theoris and the need to evaluate,to moderate the main effect.The result shows that the regional stereotype will have weaker effect on the perceived products' gender when the consumers are incremental theorists rather than the entity theorists.The other result is that the regional stereotype will have stronger effect on the perceived products' gender when the consumers have high need to evaluate rather than the lower.This study proves the influence and marginal effect of regional stereotyping of brand spokesmen on perceived products' gender and has positive theoretical and practical significance.Research adds the regional feature of spokesperson to the factors which will influence the perceived products' gender.The research enriches the related fields,and can effectively guide the enterprise in choosing the brand spokesman for promotional activities according to the expected perceived products' gender and choose appropriate regional brand agent,so as to improve the effect of advertising.This study also proves the implicit theories and the need to evaluate for the main effect of marginal effect.The result will guide marketers to choose appropriate consumer to use the method of spokespersons region to promote the products.