The color of gender stereotyping: The congruity effect of topic, color, and gender on health messages’ persuasiveness in cyberspace

作者：

Highlights：

• Pink and blue are commonly associated with women and men, respectively, in the US.

• Such color/gender stereotypes exist not only offline, but also online.

• There are interaction effects of topic, color, and gender on message effectiveness.

• The congruity effect of color/gender is more salient among women than men.

摘要

•Pink and blue are commonly associated with women and men, respectively, in the US.•Such color/gender stereotypes exist not only offline, but also online.•There are interaction effects of topic, color, and gender on message effectiveness.•The congruity effect of color/gender is more salient among women than men.

论文关键词：Congruity effect,Color,Gender,Stereotype,Heuristic cue,MAIN model

论文评审过程：Received 18 February 2016, Revised 29 June 2016, Accepted 2 July 2016, Available online 14 July 2016, Version of Record 14 July 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.07.001