When feminine product presentation t>acllfires: Utilitarian us Hedonic products on Purchase Intention and Attitude toward product, and the mediating effect of Source Credit

Abstract

In this research, we propose that a product with feminine product presentation can backfire, leading to reduced purchase intention and attitude. The research topic was inspired from an increased trend we have observed over the last few years, where it is more common to advertise supplements as feminine, with feminine product names and descriptions that focus on the looks and appearance of female consumers rather than the objective content and scientifically proven benefits. However, the study started from a different angle, by believing that these marketing efforts were really effective, as they exploit women's insecurities by indicating how your nails, hair, body or femininity will increase when consuming the supplement. After conducting a preliminary test, the results revealed completely opposite outcomes than expected, resulting in an eye-opener as to why this negative effect could arise. We proposed that it might be due to a lack of credibility, where consumers might view the supplements as controversial or cynical, and thus, are less tempted to purchase.

Across one experimental study including a preliminary test, we demonstrate how feminine product presentation of a supplement results in reduced purchase intention and attitude, both alone and through Source Credibility Theory. We conceptualize that a supplement is utilitarian and should therefore be marketed with utilitarian benefits that satisfies the information seeking process for utilitarian necessities. Hence, a feminine product presentation on a supplement backfire as it is non-satisfactory for an information-seeking process and viewed less credible than a scientific product presentation, due to lack of trustworthiness and expertise. We further demonstrate that a hedonic product, consumed for sensory gratification or affective purposes, is more suitable for feminine product presentation compared to a utilitarian product and that perceived credibility is unaffected. Hence, this study finds strong support for that feminine product presentation is suitable for hedonic products than for utilitarian products, where considering the product category is arguably important.