Events Calendar

Harley Blow Dryers and Dove Men Body Wash

Friday, March 29, 2019
2:00 pm - 3:00 pm
University Community Centre (UCC)
Room: 37
Harley Blow Dryers and Dove Men Body Wash: The Masculine-American Stereotype and Its Effects on Gendered Marketing

Harley Blow Dryers and Dove Men Body Wash: The Masculine-American Stereotype and Its Effects on Gendered Marketing

Friday, March 29 2019 
2:00 pm - 3:00 pm
UCC 37

Carlos Torelli
Gies College of Business
University of Illinois at Urbana-Champaign

Blurring the traditional gender divide, brands are increasingly targeting both men and women in their advertising and product introductions. The unanswered question is, do men respond as well to ‘feminine’ brands compared to women for ‘masculine’ brands? Using seven empirical studies, including lab experiments and secondary data analyses, the authors reveal a gender asymmetry in consumers’ reactions to brand gender bending, whereby women are more accepting of masculine brands but men are less accepting of feminine brands. This can be explained by the masculine-American stereotype in the U.S. society, such that women’s favorable opinions of masculine brands and their female-oriented products are driven by the instrumentality of these brands in expressing the American cultural identity. In contrast, feminine brands are not perceived to be symbolic of American culture. These novel findings on the cultural stereotypes of brands contribute new insights to the branding and gendered marketing literatures. From a practical perspective, the authors identify marketing strategies for the successful introduction of cross-gender products, particularly aimed at making men more receptive to feminine brands’ reach efforts.

Carlos J. Torelli is Professor of Marketing in the Department of Business Administration at the University of Illinois at Urbana-Champaign. He applies his knowledge of cross-cultural psychology to identify the key cultural factors that drive consumers’ reactions in a globalized economy and to uncover the underlying socio-cognitive processes for these reactions. Torelli’s research specialties include global branding, the social psychology of power, cross-cultural consumer behavior, self-regulation and persuasion. He is the author of “Globalization, Culture and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization,” Palgrave Macmillan 2013. His work has been published in several books and in top journals in psychology and consumer behavior, including the Journal of Marketing, the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Consumer Psychology (where one of his articles is ranked in the “top 20 most cited” articles in the last 5 years), Social Cognition, and Social and Personality Psychology Compass. His research has been featured in multiple mass media outlets, such as NPR, WCCO-TV, KMSP-TV, Star Tribune, Psychology Today, Yahoo Finance, and Yahoo Lifestyle. Professor Torelli received his PhD in Business Administration from the University of Illinois at Urbana-Champaign. Before moving to the University of Illinois, where he teaches Brand Management and International Management for undergraduate, graduate and executive education programs, he worked at the University of Minnesota, Twin Cities campus, and was Marketing Vice-President for Citibank in Venezuela and Turkey.

Sponsored by:  DAN Department of Management and Organizational Studies and Social Science Student Council

DAN Manangement
DAN Department of Management & Organizational Studies
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