Abstract
The authors examine whether preferences for masculine and feminine choices are fostered through specific aversive feelings. Findings indicate that consumers’ select masculine choices to alleviate low-agentic feelings (e.g., feeling incompetent, powerless, or inferior) and feminine choices to allay aversive low-communion feelings (e.g., feeling excluded, disconnected, or isolated).
Original language | American English |
---|---|
State | Published - 13 Oct 2018 |
Externally published | Yes |
Event | 2018 Association for Consumer Research Conference - Dallas, TX Duration: 13 Oct 2018 → … |
Conference
Conference | 2018 Association for Consumer Research Conference |
---|---|
Period | 13/10/18 → … |
EGS Disciplines
- Marketing
- Gender and Sexuality