# The stereotypical effect of gendered nicknames on prosocial behavior in online interactions: a chain mediation model

## TL;DR

Feminine nicknames in online interactions increase prosocial behavior by making users seem warmer and more socially attractive.

## Contribution

This study introduces a chain mediation model showing how warmth and social attractiveness mediate the effect of gendered nicknames on prosocial behavior.

## Key findings

- Participants were more willing to help users with feminine nicknames.
- Warmth and social attractiveness fully mediated the effect of gendered nicknames on prosocial behavior.
- Competence and task attractiveness did not significantly mediate the relationship.

## Abstract

This study explored how gendered nicknames influence individuals’ prosocial behavior in online interactions and examined the chain mediating roles of warmth and social attractiveness.

An imaginative context paradigm was used to conduct two experiments in which the participants had to rate their willingness to help users with masculine or feminine nicknames. Experiment 2 further introduced warmth, competence, and interpersonal attraction (social and task) as mediators to test a chain mediation model.

The participants showed a statistically significant greater willingness to engage in prosocial behavior toward users with feminine nicknames. The mediation analysis revealed that warmth and social attractiveness fully mediated the relationship between gendered nicknames and online prosocial behavior, whereas competence and task attractiveness were non-significant.

In the online environment, gendered nicknames shape helping tendencies by influencing cognitive and emotional evaluations. Feminine nicknames evoke warmth and friendliness, enhancing social attractiveness and promoting prosocial intentions. These findings support Eisenberg’s theory of prosocial behavior and highlight how gender stereotypes subtly affect social interactions online.