Projects per year
Abstract
Influencers often use digital technologies to enhance their face and voice gender in marketing videos with the aim of increasing their appeal and persuasive effects. However, little research has been conducted into how consumers respond to these cues. Drawing from multimodal communication and face–voice information processing research, we propose a framework to categorize and compare the effects of facial and vocal gender cues for men and women. Our findings from an empirical study and an online experiment reveal that congruent and incongruent gender cues provide either independent or related signals, depending on the gender and cue type. For female stimuli, incongruent cues independently contribute to an integrated response, while congruent cues produce a diminishing effect. The pattern is reversed for male stimuli, with congruent cues communicating independent messages and incongruent cues evoking a response based on voice only. Our study has important implications for e-marketers and communicators.
Original language | English |
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Article number | 115019 |
Journal | Journal of Business Research |
Volume | 186 |
Early online date | 20 Oct 2024 |
DOIs | |
Publication status | Published - Jan 2025 |
Bibliographical note
The authors contributed equally to this paper.This work was supported by the Hong Kong Research Grants Council General Research Grant [LU13500321], Lingnan University Research Grant [DB22A4].
Publisher Copyright: © 2024 Elsevier Inc
Funding
This work was supported by the Hong Kong Research Grants Council General Research Grant [LU13500321], Lingnan University Research Grant [DB22A4].
Keywords
- Bimodal communication
- Face
- Gender cues
- Information processing
- Marketing videos
- Voice
Fingerprint
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- 2 Finished
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The Effects of Face and Voice Gender Features on Stereotype Judgment
PENG, L. (PI)
1/01/22 → 30/06/23
Project: Grant Research
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Face Value: The Effects of Atypical Face Gender in e-Commerce Platforms
CUI, G. (PI), CHUNG, Y. H. S. (CoI) & PENG, L. (CoI)
Research Grants Council (HKSAR)
1/01/22 → 31/12/23
Project: Grant Research