Deceptive Marketing: The Inequality of Gendered Brands

Abstract

This research examines consumers' asymmetric perceptions of norm violations associated with gendered, humanized brands, particularly in instances of brand transgression, like deceptive marketing. Building on gender role congruity theory, we hypothesized that consumers would perceive greater norm violations when feminine brands engaged in norm-violating behaviours (deception) compared to masculine brands. A 3 (brand personality: feminine vs. masculine vs. undifferentiated) x 2 (marketing practice: deceptive vs. honest) experiment showed that consumers perceive heightened norm violations when feminine brands engage in deceptive practices compared to masculine brands. This research contributes to understanding asymmetric consumer responses to brand transgressions in the context of humanized brands and highlights essential considerations for marketing strategies related to gendered brands.