Chooser or suitor? The effects of mating cues on men’s versus women’s reactions to commercial rejection

Rui Chen (), Hao Shen and Chun-Ming Yang
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Rui Chen: Xiamen University
Hao Shen: Chinese University of Hong Kong
Chun-Ming Yang: Ming Chuan University

Marketing Letters, 2022, vol. 33, issue 4, No 9, 659-679

Abstract: Abstract Men are more likely than women to pursue a romantic relationship; thus, men might also be more prepared than women to face rejection. In this research, we suggest that a mating goal might induce a low treatment expectation in men when they seek a romantic relationship and that this motivation can be generalized as a commercial treatment expectation in a marketing context to alleviate men’s negative response to commercial rejection. However, this effect might not occur for women, who have relatively high status when seeking a romantic relationship. Three studies examined these possibilities and showed that activating a mating goal may cause men to respond to commercial rejection less negatively but may not influence women’s response to commercial rejection and that commercial treatment expectation mediates these effects.

Keywords: Mating cue; Commercial rejection; Sex differences; Commercial treatment expectation (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s11002-021-09594-4

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