Gender identity-related reactions to sex-typed and unisex labeled products

Ludwig, Susanne ; Hattula, Stefan ; Kraus, Florian

Document Type: Article
Year of publication: 2016
The title of a journal, publication series: Advances in Consumer Research
Volume: 44
Page range: 543-544
Place of publication: Duluth, MN
Publishing house: Association for Consumer Research
ISSN: 0098-9258
Publication language: English
Institution: Business School > Dr. Werner Jackstädt Stiftungslehrstuhl für Sales & Services Marketing (Kraus 2011-)
Subject: 330 Economics
Abstract: Two experiments highlight gender identity’s relevance to the gender labeling-purchase intention relationship. Gender schematic consumers are indifferent between sex-typed or unisex labeling. Product’s gender expressiveness and functionality oppositely favor both options. In favor of unisex products, gender aschematics are less sensitive to gender cues, making perceived functionality the relevant mechanism.

Social SustainabilitySDG 5: Gender EqualitySDG 12: Responsible Consumption and Production

Dieser Eintrag ist Teil der Universitätsbibliographie.

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