Gender-Ambiguous Voices and Social Disfluency in Product Judgments

Mohsenin, Shahryar and Kurt P. Munz (2023), "Gender-Ambiguous Voices and Social Disfluency in Product Judgments," paper presented at the European Association for Consumer Research Conference Amsterdam.

In six studies (N=1,819), people rated products described by narrators with gender-ambiguous voices less favorably than when they were described by clearly male or female narrators due to social disfluency (difficulty understanding the gender of the narrator). These initial automatic negative reactions could be overcome by increasing exposure.