성별 반(反)고정관념이 남성과 여성의 기부금에 미치는 영향

초록

Consumers are exposed to messages that are consistent or inconsistent with gender stereotypes in their daily lives (e.g. advertisements). However, there is a lack of understanding of how these stereotypes and counter-stereotypes influence consumer behavior. To improve our understanding of this area, this research examines the effect of gender-related stereotype (vs. counter-stereotype) on charitable donation among men and women. Three hundred men and women were exposed to a message that either confirmed or refuted the conventional gender stereotype, and were asked to indicate how much money they are willing to donate to charity. We found that compared to women, men donated greater amount of money to charity when they were exposed to a stereotypical message. However, when they were exposed to a counter-stereotypical message, this difference in donation amount between women and men was reversed. The results of this study suggest that firms should be cautious when using messages associated with gender stereotypes and carefully tailor their marketing messages to promote charitable donations. This study is one of the first to examine the impact of stereotypes and counter-stereotypes in the context of charitable giving, and provides theoretical and practical implications.

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