Gender schematicity and preference for gender-typed products

Two experiments demonstrated that subjects preferred products described in terms congruent with their self‐perceived schema for masculinity or femininity. In Experiment 1, male subjects were classified as highly masculine or not so masculine on the basis of their self‐ratings. Those who were highly...

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Bibliographische Detailangaben

Veröffentlicht in:	Psychology & marketing 1992-01, Vol.9 (1), p.17-30
Hauptverfasser:	Worth, Leila T., Smith, Jeanne, Mackie, Diane M.
Format:	Artikel
Sprache:	eng
Schlagworte:	Differences Men Product choice Product image Self image Statistical analysis Studies Women
Online-Zugang:	Volltext
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