The Influence Of Gender Stereotype Information On Conspicuous Consumption And Prosocial Behavior

Gender stereotype information is ubiquitous in our daily life,and it has an explicit or implicit impact on our daily behavior.From the perspective of stereotype threat spillover effect and emotion-information theory,this study used an experimental method to investigate the effects of positive gender stereotype information and gender stereotype threat information on conspicuous consumption and prosocial behavior,and used an in-depth interview method to provide qualitative explanations for some of the experimental results.In the experiment,participants were first asked to watch short films related to gender stereotypes,and then measured their emotions,prosocial willingness and conspicuous consumption propensity.The results showed that:(1)Positive gender stereotype increased happiness,while gender stereotype threat increased anger,sadness and hurt.(2)Compared with the threat group,positive gender stereotypes can increase the female participants' conspicuous consumption,and happiness plays a mediating role in this process.However,both positive gender stereotypes and gender stereotype threat reduced the conspicuous consumption tendency of male subjects.(3)Under the gender stereotype threat condition,female subjects showed higher prosocial willingness to women who needed donations than to men who needed donations,while male subjects did not show such difference.(4)Femininity has a negative moderating effect on the influence of gender stereotype threat on male subjects' conspicuous consumption.(5)Gender role types have a certain influence on female subjects' conspicuous consumption and prosocial behavior,and masculinity can positively predict female subjects' conspicuous consumption.This study verifies the positive significance of positive gender stereotype information on female conspicuous consumption and the negative impact of gender stereotype threat information on conspicuous consumption.This study also found that,compared with neutral information,gender stereotype threat information would make individuals have higher prosocial willingness towards female recipients,and compared with threat information,positive gender stereotype information would make individuals have higher prosocial willingness towards male recipients.When women were faced with gender stereotype threat information,their prosocial willingness to female recipients was significantly higher than that of female recipients.