The effect of non-stereotypical gender role advertising on consumer evaluation

Non-stereotypical gender role (NSGR) representations have been increasing gradually over time in advertising, where male celebrities endorse traditionally or stereotypically female-oriented products and vice versa. This research proposes that the overall effect of NSGR advertising on consumer evaluation is composed of two opposing effects. This study investigates the conditions in which either the positive or the negative effects are likely to prevail. Specifically, this study identifies dual mediation, a positive effect via novelty perception and a negative effect via cognitive resistance. We conduct five experiments that indicate that the sign of the overall effect of NSGR advertising depends on the self-construal and the need-for-uniqueness. The positive effect via novelty perception exists only for consumers with independent self-construal and a high need-for-uniqueness. The negative effect via cognitive resistance only appears when consumers have interdependent self-construal and a low need-for-uniqueness. This research establishes an important link between gender-incongruity and personal traits, subsequently demonstrating when marketers should use the NSGR advertising.