Biased perceptions against female scientists affect intentions to get vaccinated for COVID-19

Based on role congruity theory, we investigated how gender bias may influence public attitudes toward the vaccine in Turkey. Using a between-subjects design, we tested whether an emphasis on the female versus the male scientist as the vaccine’s inventor in a news story influenced attitudes about the BioNTech vaccine and vaccination intentions. Partly confirming role congruity theory, three-way interaction results from 665 participants demonstrated that among male participants with a stronger belief in traditional gender roles (compared to males with lower belief), the presence of the female inventor, either by herself or together with the male inventor, decreased the perceived efficacy and safety of the vaccine and reduced intentions to be vaccinated by the BioNTech vaccine. We did not observe such differences for women. These findings highlight how gender bias may influence individuals’ information processing and decision making in a way that may have negative consequences for public health.

Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention

Brand image has been a crucial clue to making subjective judgment for consumers to determine the brand, which is critical to making a purchase decision. The influence mechanism from apparel brand images on consumers’ purchase intention was explored for theoretical and positive analysis based on the self-congruity theory. This research first constructed a hypothetical model of apparel brand images influencing consumers’ purchase intention with self-congruity and perceived quality as mediators, in which a questionnaire was designed and conducted to test the theoretical model. The research shows that apparel brand image and perceived quality can significantly influence consumers’ purchase intention. The consumer purchase intention is directly related to clothing brand image provided self-consistency and perceived quality play an intermediary with the regulatory effect of self-motivation and brand familiarity. A positive attitude toward apparel brand image will stimulate consumers to build cognitive clues and associations between the consumers and the brand and strengthen cognitive consistency with the apparel brand’s spirit. The research results are beneficial to textile fashion and clothing enterprises to improve brand building and marketing.

The Influence of Generational Cohort and Self-Congruity in Social Sponsorship: a Study in a Developing Country

<p>Social sponsorship has increased interest both in the academic area and in practice as a marketing communication tool to achieve brands’ objectives. Participation in social sponsorship enhances a brand’s goodwill and brand equity as well as image. Despite growing interest in social sponsorship, few studies have utilised generational cohort and self-congruity theory in one study, especially in a social sponsorship context. This study explored how generational cohorts’ self-congruity influences sponsorship attitude within social sponsorship, particularly in the context of a developing country, Malaysia. Three specific questions have been raised: (1) does self-congruity of different generational cohorts affect preferences for social sponsorship programmes? (2) Does it affect sponsor attitudes and loyalty? (3) To what extent does ethnicity impact generational cohorts’ preferences for sponsorship programmes? This study believes that generational cohorts have varying degrees of self-congruity, and a brand might consider participating in social sponsorship programmes congruent with its target consumers. This study applied generational cohort theory as a segmentation technique to identify consumers’ characteristics and the segmentation of the consumers. Besides, self-congruity theory was used to evolve the degree of consumers’ self-congruity with social sponsorship programmes based on generational cohort profiles (e.g. characteristics, preferences, and attitudes). Malaysia was chosen as a context for this study because of the country’s ethnic diversity, as well as being a plural society where all ethnic groups experience socialisation processes separately. An experimental method was applied in this study. Among the respondents, there were two generational cohorts (Boomers and Generation Y) and two ethnic groups (Malays and Chinese). The respondents included current students, alumni, students’ parents or relatives, and staff of Malaysian public universities. In total, this study collected 501 useable responses among the treatment and control groups. Single and multi-group analysis was applied to analyse the data since this study aimed to investigate differences between generational cohorts and ethnic groups with respect to attitudes towards sponsorship and brand loyalty. Hence, a combination of analysis methods has been employed such as the t-test, ANOVA and Covariance-based Structural Equation Modelling (SEM). This study found that generational cohort profiles influenced consumers’ responses on perceived congruency with a social sponsorship programme (i.e. event, brand and media). Findings from the research suggest that consumers held a more favourable attitude towards social sponsorship and brand loyalty that was congruent to them. On the other hand, both generational cohorts did not statistically differ on their attitudes toward sponsorship for international events and brands. In terms of ethnicity, the study found mixed findings on social sponsorship preferences and sponsorship attitudes. Interestingly, this study found that ethnicity affects Malays and Chinese Gen Y’s attitudes towards sponsorship on both brand conditions (i.e. ethnic-based and international) since both ethnic groups perceived congruency differently. This study contributes to the growing body of research on social sponsorship since it is the first study that attempts to utilise Generational Cohort Theory and Self-congruity theory in a social sponsorship context and developing country. It also contributes to developing and empirically testing models in heterogeneous environments (i.e. across generational cohorts and in a multicultural society), especially in a developing country. From a managerial perspective, this study allows brands to identify a social sponsorship programme’s congruence with its own consumers’ self-congruity. Brands will then be able to implement social sponsorship programmes that are congruent with their target consumers and that achieve their objectives.</p>

The Influence of Generational Cohort and Self-Congruity in Social Sponsorship: a Study in a Developing Country

<p>Social sponsorship has increased interest both in the academic area and in practice as a marketing communication tool to achieve brands’ objectives. Participation in social sponsorship enhances a brand’s goodwill and brand equity as well as image. Despite growing interest in social sponsorship, few studies have utilised generational cohort and self-congruity theory in one study, especially in a social sponsorship context. This study explored how generational cohorts’ self-congruity influences sponsorship attitude within social sponsorship, particularly in the context of a developing country, Malaysia. Three specific questions have been raised: (1) does self-congruity of different generational cohorts affect preferences for social sponsorship programmes? (2) Does it affect sponsor attitudes and loyalty? (3) To what extent does ethnicity impact generational cohorts’ preferences for sponsorship programmes? This study believes that generational cohorts have varying degrees of self-congruity, and a brand might consider participating in social sponsorship programmes congruent with its target consumers. This study applied generational cohort theory as a segmentation technique to identify consumers’ characteristics and the segmentation of the consumers. Besides, self-congruity theory was used to evolve the degree of consumers’ self-congruity with social sponsorship programmes based on generational cohort profiles (e.g. characteristics, preferences, and attitudes). Malaysia was chosen as a context for this study because of the country’s ethnic diversity, as well as being a plural society where all ethnic groups experience socialisation processes separately. An experimental method was applied in this study. Among the respondents, there were two generational cohorts (Boomers and Generation Y) and two ethnic groups (Malays and Chinese). The respondents included current students, alumni, students’ parents or relatives, and staff of Malaysian public universities. In total, this study collected 501 useable responses among the treatment and control groups. Single and multi-group analysis was applied to analyse the data since this study aimed to investigate differences between generational cohorts and ethnic groups with respect to attitudes towards sponsorship and brand loyalty. Hence, a combination of analysis methods has been employed such as the t-test, ANOVA and Covariance-based Structural Equation Modelling (SEM). This study found that generational cohort profiles influenced consumers’ responses on perceived congruency with a social sponsorship programme (i.e. event, brand and media). Findings from the research suggest that consumers held a more favourable attitude towards social sponsorship and brand loyalty that was congruent to them. On the other hand, both generational cohorts did not statistically differ on their attitudes toward sponsorship for international events and brands. In terms of ethnicity, the study found mixed findings on social sponsorship preferences and sponsorship attitudes. Interestingly, this study found that ethnicity affects Malays and Chinese Gen Y’s attitudes towards sponsorship on both brand conditions (i.e. ethnic-based and international) since both ethnic groups perceived congruency differently. This study contributes to the growing body of research on social sponsorship since it is the first study that attempts to utilise Generational Cohort Theory and Self-congruity theory in a social sponsorship context and developing country. It also contributes to developing and empirically testing models in heterogeneous environments (i.e. across generational cohorts and in a multicultural society), especially in a developing country. From a managerial perspective, this study allows brands to identify a social sponsorship programme’s congruence with its own consumers’ self-congruity. Brands will then be able to implement social sponsorship programmes that are congruent with their target consumers and that achieve their objectives.</p>

MODEL KONSEPTUAL KEPEMIMPINAN, GENDER, DAN DIVERSITAS

This paper presents a conceptual model on leadership, gender, and diversity toward decision making with using role congruity theory. This paper also explore generally whether and why gender may matter for leadership and evaluate views on a feminine/masculine in effectiveness leadership. Recently, considerations of gender and diversity have predominantly focused on differences and similarities between female and male leaders that results from the difference between stereotypes and leadership stereotype. These difference exist worldwide and globalization of management brings to the need to examine this stereotype phenomenon in cross cultural area.

Actual Self-Image Versus Ideal Self-Image: An Exploratory Study of Self-Congruity Effects on Gambling Tourism

This study aims to apply self-congruity theory to examine the relationship between self-congruity of tourists and their perceived image of a gambling destination. This study employs the Euclidean distance model and extends Malhotra's pars of adjectives with five new items about gambling motives. A face-to-face questionnaire survey was used, and a total of 152 samples were collected from tourists in Macau. The results show that the actual self-image of tourists is more related to their perception of Macau image. For actual congruence, tourists exhibit a greater tendency to match the informal, liberal, and emotional image of Macau. For ideal congruence, they have a tendency to match the contemporary, organized, and pleasant image of Macau. This study makes up for the deficiency of self-congruity theory in tourism research. This study helps tourism departments to develop appropriate strategies to promote gambling tourism and disseminate relevant information that can bring gambling destinations closer to tourists.

Venturing for Others, Subject to Role Expectations? A Role Congruity Theory Approach to Social Venture Crowd Funding

Scant attention has been paid to the differences in fundraising for social versus commercial ventures. We adopt a role congruity theory perspective to argue that because women and people of color are more congruent with role expectations attributed to social entrepreneurs, they experience better fundraising performance when raising crowdfunded capital for social ventures compared to commercial ventures. We then argue entrepreneur race heightens fundraising differences for men and women. Results indicate women experience better funding performance when funding a social versus commercial venture—an effect that is larger for women of color. Men of color experience worse performance when funding a social venture. We find no differences for White men.

Workers’ Observation of Uncivil Leadership: Is Tolerance for Workplace Incivility a Gendered Issue?

In the context of organizational psychology, this study aimed to examine workers’ gender biases in tolerance when observing leaders’ incivility in the workplace. Based on role congruity theory, this paper proposes analyzing the gender differences in workers’ evaluations of awareness and tolerance of workplace incivility considering the gender of a leader who commits different incivility behaviors against an employee. Moreover, we posit that the type of incivility is also gendered. A sample of 547 workers (male and female) randomly played the roles of observers whereby they rated a scenario describing a leader (male or female) who publicly humiliates and openly doubts an employee’s judgment (overt incivility—agentic), or leaves out and pays little attention (covert incivility—communal) to an employee. The results indicate that male workers tolerated incivility less when role incongruence occurred, such as when male leaders used covert incivility. In contrast, female workers were consistently less tolerant when role congruence occurred with the leader’s gender, such as when male leaders were overtly uncivil. Furthermore, compared to males, female workers were more aware and less tolerant of incivility when a female leader was overtly or covertly uncivil. This paper provides empirical insights and fulfills an identified need to study how gender bias in workplace incivility can be enabled in organizations. The implications for practice can drive the development of prevention strategies within the field of management and human resources.

Testing self-congruity theory in Bektashi faith destinations: The roles of memorable tourism experience and destination attachment

The study extends the current literature by examining self-congruity and its relationship with possible psychological determinants of travelers’ satisfaction and revisit intention. A quantitative study approach was administered on data collected from travelers to the Bektashi faith destinations in Turkey. Through 357 valid questionnaires, the study confirms that both actual and ideal self-congruity do not directly affect overall satisfaction and revisit intention. Memorable tourism experience fully mediates the relationship of actual and ideal self-congruity with overall satisfaction and revisit intention. However, only actual self-congruity directly affects destination attachment. Memorable tourism experience partially and fully mediates the relationships of actual and ideal self-congruity with destination attachment, respectively. Lastly, destination attachment moderates the relationships of actual self-congruity with overall satisfaction and revisit intention. This study also offers several practical implications for responsible authorities in faith destinations.

Thought favorability: mediating role in fit and brand advocacy

PurposeThe purpose of this study is to investigate the effect of game-product fit on brand advocacy and mediating role of thought favorability in fit and brand advocacy relationship in the context of in-game advertising (IGA) using congruity theory and heuristic systematic model. This expounds the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the advertised brand, and following brand advocacy.Design/methodology/approachA total of 144 student-gamers participated in the study. One-way ANOVA and a path analysis were used for hypotheses testing.FindingsResults showed that the high-fit game resulted in higher thought favorability and greater levels of brand advocacy than the low-fit game. Furthermore, results also revealed that thought favorability mediated the relationship of game-product fit and brand advocacy among players.Research limitations/implicationsResearch on IGA is still in its relative infancy, and how gamers respond to brand placements in games has yet to be fully established. This paper’s theoretical implications are primarily in the context of in-game advertising and explain the role played by game-product fit as an originator to thought favorability that further adds value to thought favorability and brand advocacy relationship.Practical implicationsThe study offers important implications for marketers, advertisers, policy-makers in terms of effective game-designing and IGA execution.OriginalitySince very little research has been done focusing on mediating role of thought favorability in game-product fit and brand advocacy relationship in the context of IGA from attention and elaboration perspectives, this paper scores as a pioneering study of its kind in India.