The influence of androgynous streamers on consumers’ product preferences

Frontiers in Psychology

article

Feng Wenting¹  Xue Shuyun²  Yang Ying²  Huang Hai² 

[1] Gemmological Institute, China University of Geosciences;Research Center for Psychological and Health Sciences, China University of Geosciences

关键词: the streamers;    Gender role;    Attachment theory;    Gender stereotype;    Consumers' preferences;   

DOI  :  10.3389/fpsyg.2022.1029503

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

Based on attachment theory, this study explores the impact of streamers' gender role (monosexual/ bisexual) on consumers’ preferences. The current research consists of two studies. Study 1 shows that the bisexual streamer elicits a higher product preference than the monosexual streamer in both male streamer and female streamer conditions. Study 2 includes two experiments. The findings discover that regardless of whether the streamer is male or female, when individuals have a high gender stereotype, the monosexual streamer leads to a higher product preference than the bisexual streamer. When individuals have a low gender stereotype, the bisexual streamer promotes a higher product preference than the monosexual streamer.

【 授权许可】

CC BY