The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences

Niusha Jones, Blair Kidwell

Research output: Contribution to conferencePresentation

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 languageAmerican English
StatePublished - 10 Oct 2018
Externally publishedYes
Event14th Association for Consumer Research Gender, Marketing and Consumer Behavior Confernece - Dallas, TX
Duration: 10 Oct 2018 → …

Conference

Conference14th Association for Consumer Research Gender, Marketing and Consumer Behavior Confernece
Period10/10/18 → …

EGS Disciplines

  • Marketing

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