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 |
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State | Published - 10 Oct 2018 |
Externally published | Yes |
Event | 14th Association for Consumer Research Gender, Marketing and Consumer Behavior Confernece - Dallas, TX Duration: 10 Oct 2018 → … |
Conference
Conference | 14th Association for Consumer Research Gender, Marketing and Consumer Behavior Confernece |
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Period | 10/10/18 → … |
EGS Disciplines
- Marketing