Poison or remedy? Masculinity in a pathos-based sustainable brand story

Huang, Chaohua; Zhuang, Shaoshuang; Ma, Hongyu

doi:10.1108/apjml-05-2022-0385

Cited by 3 publications

(2 citation statements)

References 42 publications

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“…They then label it competent (Fiske et al, 2007;Ren et al, 2023). Stereotypes, such as warmth and competence, play significant roles in predicting consumers' good behavior and fostering consumerbrand associations (Diamantopoulos et al, 2021;Huang et al, 2023;Japutra et al, 2020). More specifically, stereotypes allow for the evaluation of a brand's consumer-based identity (Gunturkun et al, 2020;He and Ge, 2023;Kolbl et al, 2019).…”

Section: H1mentioning

confidence: 99%

Is warmth more critical than competence? Understanding how destination gender affects destination identification and destination advocacy

Hamdy,

Zhang,

Eid

et al. 2024

JPBM

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Purpose This paper aims to examine a new approach to understanding the interrelationships between destination brand gender, stereotypes, destination brand identification and brand advocacy, as well as the mediating role of destination warmth (vs. competence) in the connections between destination brand femininity (vs. masculinity) and destination brand identification. Design/methodology/approach A qualitative study and literature review were conducted to revisit and refine the items on the scale. Preliminary item reduction was qualitatively grounded in focus groups, a panel of experts, and a pilot study. A follow-up quantitative evaluation of two studies (N1 = 705 and N2 = 472) was conducted to test seven hypotheses using exploratory factor analysis and confirmatory factor analysis with structural equation modeling. Findings The findings provide robust evidence for the interrelationships among destination brand gender, stereotypes, destination identification and destination advocacy. The outcomes also reveal that warmth is more important than competence for destination identification. Finally, the results indicated that only destination warmth serves as a partial mediator in the association between destination brand masculinity and femininity, on the one hand, and destination identification, on the other hand. Originality/value This article adds to the destination branding literature by using social role theory and the stereotype content model to explore novel connections among destination brand gender, stereotypes, destination brand identification and brand advocacy.

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Section: H1mentioning

confidence: 99%

Is warmth more critical than competence? Understanding how destination gender affects destination identification and destination advocacy

Hamdy,

Zhang,

Eid

et al. 2024

JPBM

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“…Regarding gender stereotypes, previous research has found that green consumption is interpreted in a feminine fashion, with most consumers linking such shopping responses to femininity (Brough et al, 2016;Obermiller and Isaac, 2018). Accordingly, a relatively novel way to understand why male and female consumers are sometimes differentially inclined to engage in green consumption, beyond established sex differences in certain personality traits, is to attribute these sex-specific patterns to the green-feminine stereotype (Borau et al, 2021;Brough et al, 2016;Felix et al, 2022;Huang et al, 2022). In other words, men may be more motivated than women to actively avoid green consumption to preserve a macho image (Bloodhart and Swim, 2020;McLelland et al, 2022;Rozin et al, 2012).…”

Section: Sex Differences In Green Consumption Valuesmentioning

confidence: 99%

Stereotypes, same-sex struggles, and sustainable shopping: intrasexual competition mediates sex differences in green consumption values

Otterbring

2023

BJM

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PurposeThe present study aimed to investigate whether male consumers report weaker green consumption values than their female counterparts, and whether such a presumed sex difference, at least in part, can be explained by different levels of intrasexual competition. In other words, the study tested the notion that intrasexual competition acts as a psychological mechanism explaining why male (vs female) consumers are sometimes less prone to prefer and purchase sustainable goods, with their higher tendency to compete with same-sex rivals making them less likely to engage in green consumption.Design/methodology/approachThe study was based on a large cross-sectional survey, in which a final sample of 1,382 participants (823 female and 559 male) provided complete responses on well-validated scales measuring intrasexual competition and green consumption values. The large sample size implies that even small effect sizes could be detected with high statistical power. The data were analyzed using a series of Mann–Whitney U tests to compare the responses made by male and female participants. Subsequently, multiple linear regressions as well as regression-based mediation and moderation analyses were performed with control variables added to show robustness of the results, test the proposed chain of events, and demonstrate generalizability.FindingsMale (vs female) participants expressed significantly higher levels of intrasexual competition both generally and on the two subdimensions corresponding to superiority striving and inferiority irritation. Further, they were slightly less inclined to express green consumption values. Importantly, the sex difference in green consumption values was mediated by inferiority irritation as well as the entire intrasexual competition scale but not by superiority striving. Thus, men's inferiority irritation, in particular, and their more pronounced propensity to compete with same-sex rivals, in general, drove them away from green consumption, whereas women's weaker willingness to compete with same-sex rivals instead increased their inclination of “going green.”Originality/valueDrawing on findings from the domains of competitiveness and gender stereotypes, the current research demonstrates a novel mechanism through which green consumption responses can be understood. Specifically, this study provides empirical evidence for the mediating role of intrasexual competition, especially regarding the more negatively charged subdimension of inferiority irritation, in explaining why male and female consumers may differ in terms of their green consumption values. The present research also contributes to the literature by questioning the unidimensional structure of the intrasexual competition scale and showing that the negative (vs positive) subdimension of this scale is more influential in explaining sex-differentiated patterns in consumers' green consumption values, thereby supporting the notion that “bad is stronger than good.”

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The enduring echoes of juvenile bullying: the role of self-esteem and loneliness in the relationship between bullying and social media addiction across generations X, Y, Z

Lissitsa,

Kagan

2024

Front. Psychol.

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ObjectiveBeing bullied is a profoundly distressing experience for children and adolescents, with the potential for adverse mental and behavioral outcomes throughout their adult years. This study aims to explore the association between juvenile bullying, self-esteem, loneliness, and social media addiction among men across three generational cohorts: X, Y, and Z.MethodThe study utilized an online survey, administering structured questionnaires to 797 men aged 18–58 divided into three generational cohorts: 142 individuals from Gen X (born between 1965 and 1980), 275 from Gen Y (born between 1981 and 1996), and 380 from Gen Z (born between 1997 and 2005).ResultsThe findings demonstrate that across all three generations, there was a positive correlation between experiencing bullying in one’s youth and social media addiction in adulthood. Among Gen X, self-esteem did not act as a mediator in this relationship, nor did loneliness moderate the links between bullying and social media addiction, or between self-esteem and social media addiction. However, for Gen Y and Z, self-esteem was found to mediate the relationship between bullying and social media addiction. Loneliness moderated the association between self-esteem and social media addiction in Gen Y and the association between bullying and social media addiction in Gen Z.ConclusionThe differences observed among generational cohorts can be attributed to changes in masculinity norms, the evolution of bullying types, and the rapid development of social media platforms, catering to the distinct needs and gratifications of each generation.

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Poison or remedy? Masculinity in a pathos-based sustainable brand story

Cited by 3 publications

References 42 publications

Is warmth more critical than competence? Understanding how destination gender affects destination identification and destination advocacy

Is warmth more critical than competence? Understanding how destination gender affects destination identification and destination advocacy

Stereotypes, same-sex struggles, and sustainable shopping: intrasexual competition mediates sex differences in green consumption values

The enduring echoes of juvenile bullying: the role of self-esteem and loneliness in the relationship between bullying and social media addiction across generations X, Y, Z

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