Icke-stereotyp - Stereotyp: Effekterna av Inkonsistent Användande av Femvertising i Marknadskommunikation på Produktutvärdering och Relation till Detaljisten

Sammanfattning: Fashion retailers have started using femvertising (female empowerment advertising) inconsistently in their communication by showing non-stereotypical models in their communication and stereotypical models on the product pictures for the same product. Since it is a new phenomenon little is known about its consequences, hence investigating its effects in further research is necessary. This study investigates the impact of using femvertising inconsistently in retailers' communication. More specifically, it examines the effect on consumers product evaluation and their relationship with the retailer by comparing their evaluations of a consistent combination of models with an inconsistent combination of models in terms of stereotypicality. The results of this quantitative study indicate that using femvertising inconsistently generates lower levels of attitude towards the product, attitude towards the retailer, purchase intention, trust and loyalty among the consumers than using femvertising consistently in different communication channels. Furthermore, the findings show that the effect of inconsistency is mediated by perceptual processing fluency. Thus, this suggest that retailers may benefit from using femvertising consistently in their communication.