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

Author

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  • Rui Chen

    (Xiamen University)

  • Hao Shen

    (Chinese University of Hong Kong)

  • Chun-Ming Yang

    (Ming Chuan University)

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.

Suggested Citation

  • Rui Chen & Hao Shen & Chun-Ming Yang, 2022. "Chooser or suitor? The effects of mating cues on men’s versus women’s reactions to commercial rejection," Marketing Letters, Springer, vol. 33(4), pages 659-679, December.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:4:d:10.1007_s11002-021-09594-4
    DOI: 10.1007/s11002-021-09594-4
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    References listed on IDEAS

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    4. Buss, David M. & Foley, Pete, 2020. "Mating and marketing," Journal of Business Research, Elsevier, vol. 120(C), pages 492-497.
    5. Hu, Miao & Qiu, Pingping & Wan, Fang & Stillman, Tyler, 2018. "Love or hate, depends on who's saying it: How legitimacy of brand rejection alters brand preferences," Journal of Business Research, Elsevier, vol. 90(C), pages 164-170.
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