Linyun W Yang
Biographic Data
| ID | 93678 |
|---|---|
| NAME | Linyun W Yang |
| GIVEN NAMES | Linyun W |
| FAMILY NAME | Yang |
| SIGNATURE | YANG L W |
| AFFILIATIONS | University of South Carolina, Columbia, SC 29201 |
| ORCID | 0000-0002-3961-8698 |
| VERIFIED | Yes |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 19 |
| AUTHOR COUNT | 4 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2014 |
| LATEST PUBLICATION YEAR | 2024 |
| H-INDEX | 2 |
When anthropomorphized brands push their gender boundaries
When anthropomorphized, brands are often imbued with gender. Consequently, when brands seen as female or male adopt marketplace behaviors that are incongruent with their gender, it can result in a perceived violation of expectations. We demonstrate that brands anthropomorphized as female versus male are stereotyped more strongly and draw lower fit perceptions when they engage in gender incongruent behaviors. We show that these asymmetric gender b…
No Small Matter: How Company Size Affects Consumer Expectations and Evaluations
The emphasis on business size has become more overt in recent years. However, it is not clear how company size influences consumers’ evaluations. Five experiments investigate the effect of size on consumers’ expectations and evaluations of company behaviors. Consumers expect higher communion from small compared to large companies, and consequently, small relative to large companies garner lower evaluations when they exhibit low communion behavior…
Beauty, Effort, and Misrepresentation: How Beauty Work Affects Judgments of Moral Character and Consumer Preferences
Women engage in a variety of beauty practices, or "beauty work," to enhance their physical appearance, such as applying cosmetics, tanning, or exercising. Although the rewards of physical attractiveness are well documented, perceptions of both the women who engage in efforts to enhance their appearance and the high-effort beauty products marketed to them are not well understood. Across seven studies, we demonstrate that consumers judge women who …
Distinctively Different: Exposure to Multiple Brands in Low-Elaboration Settings
Consumers see many brands during the course of a day but often pay very little attention to how such exposures will influence their subsequent decisions. This research examines how being exposed to multiple brands at once affects consumers' reactions to these brands, particularly when little effort is exerted in processing this information. Focusing on the role of brand personalities, we argue that when a focal brand is seen with a brand that has…
Beauty, Effort, and Misrepresentation: How Beauty Work Affects Judgments of Moral Character and Consumer Preferences
Women engage in a variety of beauty practices, or "beauty work," to enhance their physical appearance, such as applying cosmetics, tanning, or exercising. Although the rewards of physical attractiveness are well documented, perceptions of both the women who engage in efforts to enhance their appearance and the high-effort beauty products marketed to them are not well understood. Across seven studies, we demonstrate that consumers judge women who …
No Small Matter: How Company Size Affects Consumer Expectations and Evaluations
The emphasis on business size has become more overt in recent years. However, it is not clear how company size influences consumers’ evaluations. Five experiments investigate the effect of size on consumers’ expectations and evaluations of company behaviors. Consumers expect higher communion from small compared to large companies, and consequently, small relative to large companies garner lower evaluations when they exhibit low communion behavior…
When anthropomorphized brands push their gender boundaries
When anthropomorphized, brands are often imbued with gender. Consequently, when brands seen as female or male adopt marketplace behaviors that are incongruent with their gender, it can result in a perceived violation of expectations. We demonstrate that brands anthropomorphized as female versus male are stereotyped more strongly and draw lower fit perceptions when they engage in gender incongruent behaviors. We show that these asymmetric gender b…
Distinctively Different: Exposure to Multiple Brands in Low-Elaboration Settings
Consumers see many brands during the course of a day but often pay very little attention to how such exposures will influence their subsequent decisions. This research examines how being exposed to multiple brands at once affects consumers' reactions to these brands, particularly when little effort is exerted in processing this information. Focusing on the role of brand personalities, we argue that when a focal brand is seen with a brand that has…
Distinctively Different: Exposure to Multiple Brands in Low-Elaboration Settings
Consumers see many brands during the course of a day but often pay very little attention to how such exposures will influence their subsequent decisions. This research examines how being exposed to multiple brands at once affects consumers' reactions to these brands, particularly when little effort is exerted in processing this information. Focusing on the role of brand personalities, we argue that when a focal brand is seen with a brand that has…
Beauty, Effort, and Misrepresentation: How Beauty Work Affects Judgments of Moral Character and Consumer Preferences
Women engage in a variety of beauty practices, or "beauty work," to enhance their physical appearance, such as applying cosmetics, tanning, or exercising. Although the rewards of physical attractiveness are well documented, perceptions of both the women who engage in efforts to enhance their appearance and the high-effort beauty products marketed to them are not well understood. Across seven studies, we demonstrate that consumers judge women who …
No Small Matter: How Company Size Affects Consumer Expectations and Evaluations
The emphasis on business size has become more overt in recent years. However, it is not clear how company size influences consumers’ evaluations. Five experiments investigate the effect of size on consumers’ expectations and evaluations of company behaviors. Consumers expect higher communion from small compared to large companies, and consequently, small relative to large companies garner lower evaluations when they exhibit low communion behavior…
When anthropomorphized brands push their gender boundaries
When anthropomorphized, brands are often imbued with gender. Consequently, when brands seen as female or male adopt marketplace behaviors that are incongruent with their gender, it can result in a perceived violation of expectations. We demonstrate that brands anthropomorphized as female versus male are stereotyped more strongly and draw lower fit perceptions when they engage in gender incongruent behaviors. We show that these asymmetric gender b…
Consumer Behavior in Brand Consumption and Identification (4 works) · Psychology (4 works) · Business (3 works) · Perception (3 works) · Social Psychology (3 works) · Art (2 works) · Evolutionary Psychology and Human Behavior (2 works) · Social Psychology (2 works) · Advertising (1 works) · Aesthetics (1 works)