The color of gender stereotyping: The congruity effect of topic, color, and gender on health messages’ persuasiveness in cyberspace
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- 作者：Fan Yang ; f.yang3@umiami.edu" class="auth_mail" title="E-mail the corresponding author ; Cong Li
- 关键词：Congruity effect ; Color ; Gender ; Stereotype ; Heuristic cue ; MAIN model
- 刊名：Computers in Human Behavior
- 出版年：2016
- 出版时间：November 2016
- 年：2016
- 卷：64
- 期：Complete
- 页码：299-307
- 全文大小：629 K
文摘
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Pink and blue are commonly associated with women and men, respectively, in the US.
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Such color/gender stereotypes exist not only offline, but also online.
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There are interaction effects of topic, color, and gender on message effectiveness.
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The congruity effect of color/gender is more salient among women than men.