IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v186y2025ics014829632400523x.html
   My bibliography  Save this article

Look or sound like a winner? The effects of masculine and feminine gender cues in marketing videos

Author

Listed:
  • Cui, Geng
  • Peng, Ling
  • Chung, Yuho
  • Liang, Shuyu

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.

Suggested Citation

  • Cui, Geng & Peng, Ling & Chung, Yuho & Liang, Shuyu, 2025. "Look or sound like a winner? The effects of masculine and feminine gender cues in marketing videos," Journal of Business Research, Elsevier, vol. 186(C).
    • Handle: RePEc:eee:jbrese:v:186:y:2025:i:c:s014829632400523x
    DOI: 10.1016/j.jbusres.2024.115019
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632400523X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2024.115019?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:186:y:2025:i:c:s014829632400523x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.