The Impact of Gender and Culture in Consumer Behavior

17 - The Impact of Gender and Culture in Consumer Behavior

from Section 3 - Cognitive and Social Factors

Published online by Cambridge University Press: 20 July 2020

Sharon Ng ,

Mehak Bharti and

Natalie Truong Faust

Edited by

Fanny M. Cheung and

Diane F. Halpern

Show author details

Fanny M. Cheung: Affiliation:
The Chinese University of Hong Kong
Diane F. Halpern: Affiliation:
Claremont McKenna College, California

Book contents

Get access

Summary

Extensive research has examined gender differences across various domains, providing evidence on how men and women consume differently. While biological sex has been commonly used in the investigation of gender effects, how gender and culture interactively influence consumption is less known and has recently gained more attention. In this chapter, we review the role of psychological gender in consumption. Specifically, social and cultural factors such as gender roles contribute to shape the individual´s gender identity, in terms of masculinity and femininity, which underlie consumption patterns in a wide range of contexts from information processing and responses to marketing messages to consumption of appearance-enhancing products and gendered brands, gift-giving, and altruistic behavior. We identify significant gaps in the current literature that need greater attention and propose several key areas for future research to further extend our understanding of the influence of gender and culture on consumption.

Keywords

Entrepreneurship psychology gender gender stereotypes entrepreneurial finance entrepreneurial intention entrepreneur characteristics entrepreneur motivation funding female entrepreneur international

Type: Chapter
Information: The Cambridge Handbook of the International Psychology of Women , pp. 244 - 257

DOI: https://doi.org/10.1017/9781108561716 [Opens in a new window]

Publisher: Cambridge University Press

Print publication year: 2020

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. doi:10.1177/002224379703400304Google Scholar

Abrams, D., Sparkes, K., & Hogg, M. A. (1985). Gender salience and social identity: The impact of sex of siblings on educational and occupational aspirations. British Journal of Educational Psychology, 55(3), 224–232. doi:10.1111/j.2044-8279.1985.tb02627.xGoogle Scholar

Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795–806. doi:10.1002/mar.21023Google Scholar

Arrindell, W. A., Steptoe, A., & Wardle, J. (2003). Higher levels of state depression in masculine than in feminine nations. Behaviour Research and Therapy, 41(7), 809–817. doi:10.1016/S0005-7967(02)00185-7Google Scholar

Bahadur, N. (2014). Dove “Real Beauty” campaign turns 10: How a brand tried to change the conversation about female beauty. www.huffpost.com/entry/dove-real-beauty-campaign-turns-10_n_4575940 Google Scholar

Baldassare, M., & Katz, C. (1992). The personal threat of environmental problems as predictor of environmental practices. Environment and Behavior, 24(5), 602–616. doi:10.1177/0013916592245002Google Scholar

Barone, M. J., & Roy, T. (2010). Does exclusivity always pay off? Exclusive price promotions and consumer response. Journal of Marketing, 74(2), 121–132. doi:10.1509/jm.74.2.121Google Scholar

Baumeister, R. F., & Twenge, J. M. (2002). Cultural suppression of female sexuality. Review of General Psychology, 6 (2), 166–203. doi:10.1037/1089-2680.6.2.166Google Scholar

Baxter, S. M., Kulczynski, A., & Ilicic, J. (2016). Ads aimed at dads: Exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies. International Journal of Advertising, 35(6), 970–982. doi:10.1080/02650487.2015.1077605Google Scholar

Bay-cheng, L.Y., & Zucker, A. N. (2007). Feminism between the sheets: Sexual attitudes among feminists, nonfeminists, and egalitarians. Psychology of Women Quarterly, 31(2), 157–163. doi:10.1111/j.1471-6402.2007.00349.xGoogle Scholar

Belk, R. W. (1975). Situational variables and consumer behavior. Journal of Consumer Research, 2(3), 157–164. doi:10.1086/208627Google Scholar

Belk, R. W., & Coon, G. S. (1993). Gift giving as agapic love: An alternative to the exchange paradigm based on dating experiences. Journal of Consumer Research, 20(3), 393–417. doi:10.1016/j.jcps.2011.10.001Google Scholar

Bem, S. L. (1974). The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42(2), 155–162. doi:10.1037/h0036215Google Scholar

Berney-Reddish, I. A., & Areni, C. S. (2006). Sex differences in responses to probability markers in advertising claims. Journal of Advertising, 35(2), 7–16. doi:10.1080/00913367.2006.10639228Google Scholar

Bloch, P. H., & Richins, M. L. (1992). You look “mahvelous”: The pursuit of beauty and the marketing concept. Psychology & Marketing, 9(1), 3–15. doi:10.1002/mar.4220090103Google Scholar

Borgerson, J. L., Schroeder, J. E., Blomberg, B., & Thorssén, E. (2006). The gay family in the ad: Consumer responses to non-traditional families in marketing communications. Journal of Marketing Management, 22(9–10), 955–978. doi:10.1362/026725706778935646Google Scholar

Bristor, J. M., & Fischer, E. (1993). Feminist thought: Implications for consumer research. Journal of Consumer Research, 19(4), 518–536. doi:10.1086/209320Google Scholar

Brunel, F. F., & Nelson, M. R. (2000). Explaining gendered responses to “help-self” and “help-others” charity ad appeals: The mediating role of world-views. Journal of Advertising, 29(3), 15–28. doi:10.1080/00913367.2000.10673614Google Scholar

Buss, D. M. (1994). The evolution of desire: Strategies of human mating. New York: Basic BooksGoogle Scholar

Buss, D. M. (1998). Sexual strategies theory: Historical origins and current status. Journal of Sex Research, 35(1), 19–31. doi:10.1080/00224499809551914Google Scholar

Caplan, P. J., Crawford, M., Hyde, J. S., & Richardson, J. T. E. (1997). Gender differences in human cognition. Oxford: Oxford University Press.Google Scholar

Chang, C. (2006). Cultural masculinity/femininity influences on advertising appeals. Journal of Advertising Research, 46(3), 315–323. doi:10.2501/S0021849906060296Google Scholar

Choi, H., Yoo, K., Reichert, T., & LaTour, M. S. (2016). Do feminists still respond negatively to female nudity in advertising? Investigating the influence of feminist attitudes on reactions to sexual appeals. International Journal of Advertising, 35(5), 823–845. doi:10.1080/02650487.2016.1151851Google Scholar

Chu, K., Lee, D., & Kim, J. Y. (2016). The effect of non-stereotypical gender role advertising on consumer evaluation. International Journal of Advertising, 35(1), 106–134. doi:10.1080/02650487.2015.1110942Google Scholar

Clarke, K., & Belk, R. W. (1979). The effects of product involvement and task definition on anticipated consumer effort. In Wilkie, W. L. (Eds.), Advances in consumer research (Vol. 6, pp. 313–318). Ann Arbor, MI: Association for Consumer Research. http://acrwebsite.org/volumes/9220/volumes/v06/NA-06 Google Scholar

Cleveland, M., Babin, B. J., Laroche, M., Ward, P., & Bergeron, J. (2003). Information search patterns for gift purchases: A cross‐national examination of gender differences. Journal of Consumer Behaviour: An International Research Review, 3(1), 20–47. doi:10.1002/cb.120Google Scholar

Costa, P. T. Jr., Terracciano, A., & McCrae, R. R. (2001). Gender differences in personality traits across cultures: Robust and surprising findings. Journal of Personality and Social Psychology, 81(2), 322–331. doi:10.1037/0022-3514.81.2.322Google Scholar

Cross, S. E., & Markus, H. R. (1993). The psychology of gender. New York: Guilford Press.Google Scholar

Dahl, D. W., Sengupta, J., & Vohs, K. D. (2009). Sex in advertising: Gender differences and the role of relationship commitment. Journal of Consumer Research, 36(2), 215–231. doi:10.1086/597158Google Scholar

Davis, K. (2013). Reshaping the female body: The dilemma of cosmetic surgery. New York: Routledge.Google Scholar

De Meulenaer, S., Dens, N., De Pelsmacker, P., & Eisend, M. (2018). How consumers’ values influence responses to male and female gender role stereotyping in advertising. International Journal of Advertising, 37(6), 893–913. doi:10.1080/02650487.2017.1354657Google Scholar

Diekman, A. B, & Eagly, A. H. (2000). Stereotypes as dynamic constructs: Women and men of the past, present, and future. Personality and Social Psychology Bulletin, 26(19), 1171–1188. doi:10.1177/0146167200262001Google Scholar

Donnelly, K., & Twenge, J. M. (2017). Masculine and feminine traits on the Bem Sex-Role Inventory, 1993–2012: A cross-temporal meta-analysis. Sex Roles, 76(9–10), 556–565. doi:10.1007/s11199-016-0625-yGoogle Scholar

Dweck, C. S., Chiu, C., & Hong, Y. (1995). Implicit theories and their role in judgments and reactions: A word from two perspectives. Psychological Inquiry, 6(4), 267–285. doi:10.1207/s15327965pli0604_1Google Scholar

Eagly, A. H. (1987). Sex differences in social behavior: A social-role interpretation. Hillsdale, NJ: Lawrence Erlbaum.Google Scholar

Eagly, A. H., & Wood, W. (2013). The nature–nurture debates: 25 years of challenges in understanding the psychology of gender. Perspectives on Psychological Science, 8(3), 340–357. doi:10.1177/1745691613484767Google Scholar

Eagly, A. H., Wood, W., & Diekman, A. B. (2000). Social role theory of sex differences and similarities: A current appraisal. In Eckes, T. & Trautner, H. M. (Eds.), The developmental social psychology of gender (pp. 123–176). Mahwah, NJ: Lawrence Erlbaum.Google Scholar

Eisend, M. (2010). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, 38(4), 418–440. doi:10.1007/s11747-009-0181-xGoogle Scholar

Eisend, M., Plagemann, J., & Sollwedel, J. (2014). Gender roles and humor in advertising: The occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness. Journal of Advertising, 43(3), 256–273. doi:10.1080/00913367.2013.857621Google Scholar

Feiereisen, S., Broderick, A. J., & Douglas, S. P. (2009). The effect and moderation of gender identity congruity: Utilizing “real women” advertising images. Psychology & Marketing, 26(9), 813–843. doi:10.1002/mar.20301Google Scholar

Fischer, E., & Arnold, S. J. (1990). More than a labor of love: Gender roles and Christmas gift shopping. Journal of Consumer Research, 17(3), 333–345. doi:10.1086/208561Google Scholar

Fischer, E., & Arnold, S. J. (1994). Sex, gender identity, gender role attitudes, and consumer behavior. Psychology & Marketing 11(2), 163–182. doi:10.1002/mar.4220110206Google Scholar

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. doi:10.1086/209515Google Scholar

Freeman, J. B. & Ambady, N. (2010). MouseTracker: Software for studying real-time mental processing using a computer mouse-tracking method. Behavior Research Methods, 42(1), 226–241. doi:10.3758/BRM.42.1.226Google Scholar

Fry, J. N. (1971). Personality variables and cigarette brand choice. Journal of Marketing Research, 8(3), 298–304. doi:10.1177/002224377100800303Google Scholar

Gill, R., & Arthurs, J. (2006). Editors’ introduction: New femininities? Feminist Media Studies, 6(4), 443–451. doi:10.1080/14680770600989855Google Scholar

Gill, R., Henwood, K., & McLean, C. (2005). Body projects and the regulation of normative masculinity. Body & Society, 11(1), 37–62. doi:10.1177/1357034X05049849Google Scholar

Gill, S., Stockard, J., Johnson, M., & Williams, S. (1987). Measuring gender differences: The expressive dimension and critique of androgyny scales. Sex Roles, 17(7–8), 375–400. doi:10.1007/BF00288142Google Scholar

Greenward, A. G., McGhee, D. E., & Schwartz, J. L. K. (1998). Measuring individual differences in implicit cognition: The Implicit Association Test. Journal of Personality and Social Psychology, 74(6), 1464–1480. doi:10.1037/0022-3514.74.6.1464Google Scholar

Grohmann, B. (2009). Gender dimensions of brand personality. Journal of Marketing Research, 46(1), 105–119. doi:10.1509/jmkr.46.1.105Google Scholar

Guimond, S., Chatard, A., Martinot, D., Crisp, R. J., & Redersdorff, S. (2006). Social comparison, self-stereotyping, and gender differences in self-construals. Journal of Personality and Social Psychology, 90(2), 221–242. doi:10.1037/0022-3514.90.2.221Google Scholar

Hall, C. C., & Crum., M. J. (1994). Women and “body-isms” in television beer commercials. Sex Roles, 31(5–6), 329–337. doi:10.1007/BF01544592Google Scholar

He, X., Inman, J. J., & Mittal, V. (2008). Gender jeopardy in financial risk taking. Journal of Marketing Research, 45(4), 414–424. doi:10.1509/jmkr.45.4.414Google Scholar

Hill, S. E., Rodeheffer, C. D., Griskevicius, V., Durante, K., & White, A. E. (2012). Boosting beauty in an economic decline: Mating, spending, and the lipstick effect. Journal of Personality and Social Psychology, 103(2), 275–291. doi:10.1037/a0028657Google Scholar

Hofstede, G. (1980). Culture and organizations. International Studies of Management & Organization, 10(4), 15–41. doi:10.1080/00208825.1980.11656300Google Scholar

Hofstede, G. (1998). Masculinity and femininity: The taboo dimension of national cultures. Thousand Oaks, CA: Sage.Google Scholar

Holbrook, M. (1986). Aims, concepts, and methods for the representation of individual differences in esthetics responses to design features. Journal of Consumer Research, 13(3), 337–347. doi:10.1086/209073Google Scholar

Holt, D., & Cameron, D. (2010). Cultural strategy: Using innovative ideologies to build breakthrough brands. Oxford: Oxford University Press.Google Scholar

Johar, G. V., Moreau, P., & Schwarz, N. (2003). Gender typed advertisements and impression formation: The role of chronic and temporary accessibility. Journal of Consumer Psychology, 13(3), 220–229. doi:10.1207/S15327663JCP1303_04Google Scholar

Johnson, R. D. (1990). Examination of the construct validity of the Expectations About Counseling questionnaire – Brief form for rural counseling applicants. Doctoral dissertation, Southern Illinois University at Carbondale, 1989.Google Scholar

Johnson, T., Kulesa, P., Cho, Y. I., & Shavitt, S. (2005). The relation between culture and response styles: Evidence from 19 countries. Journal of Cross-Cultural Psychology, 36(2), 264–277. doi:10.1177/0022022104272905Google Scholar

Kahle, L. R., & Homer, P. (1985). Androgyny and midday mastication: Do real men eat quiche? In Hirschman, E. C. & Holbrook, M. B. (Eds.), Advances in consumer research (Vol.12, pp. 242–246). Provo, UT: Association for Consumer Research. http://acrwebsite.org/volumes/6392/volumes/v12/NA-12 Google Scholar

Keller, E. F. (1983). Feminism and science. In Abel, E. & Abel, E. (Eds.), The signs reader: Women, gender and scholarship (pp. 109–122). Chicago: University of Chicago Press.Google Scholar

Kemp, E., Kennett-Hensel, P. A., & Kees, J. (2013). Pulling on the heartstrings: Examining the effects of emotions and gender in persuasive appeals. Journal of Advertising, 42(1), 69–79. doi:10.1080/00913367.2012.749084Google Scholar

Klink, R. R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5–20. doi:10.1023/A:1008184423824Google Scholar

Klink, R. R. (2009). Gender differences in new brand name response. Marketing Letters, 20(3), 313–326. doi:10.1007/s11002-008-9066-x.Google Scholar

Kray, L. J., Howland, L., Russell, A. G., & Jackman, L. M. (2017). The effects of implicit gender role theories on gender system justification: Fixed beliefs strengthen masculinity to preserve the status quo. Journal of Personality and Social Psychology, 112(1), 98–115. doi:10.1037/pspp0000124Google Scholar

Lerner, G. (1986). The creation of patriarchy (Vol. 1). Oxford: Oxford University Press.Google Scholar

Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R., & Tilburg, M. V. (2015). The effect of brand design on brand gender perceptions and brand preference. European Journal of Marketing, 49(1/2), 146–169. doi:10.1108/EJM-08-2012-0456Google Scholar

Liffreing, I. (2017). For the first time, Dove brings women from all over the world together in update to “Real Beauty” campaign. www.prweek.com/article/1426264/first-time-dove-brings-women-world-together-update-real-beauty-campaign Google Scholar

MacKay, N. J., & Covell, K. (1997). The impact of women in advertisements on attitudes toward women. Sex Roles, 36(9–10), 573–583. doi:10.1023/A:1025613923786Google Scholar

Maglaty, J. (2011). When did girls start wearing pink? Smithsonian.com. www.smithsonianmag.com/arts-culture/when-did-girls-start-wearing-pink-1370097/Google Scholar

Manstead, A. S. R., & McCulloch, R. (1981). Sex-role stereotyping in British television advertisements. British Journal of Social Psychology, 20(3), 171–180. doi:10.1111/j.2044-8309.1981.tb00529.xGoogle Scholar

Markus, H., & Oyserman, D. (1989). Gender and thought: The role of the self-concept. In Crawford, M. & Gentry, M. (Eds.), Gender and thought: Psychological perspectives (pp. 100–127). New York: Guilford Press.Google Scholar

Martin, B. A. S, & Gnoth, J. (2009). Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models. Marketing Letters, 20(4), 353–367. doi:10.1007/s11002-009-9069-2Google Scholar

Martin, C. L. (1990). Attitudes and expectations about children with nontraditional and traditional gender roles. Sex Roles, 22(3–4), 151–165. doi:10.1007/BF00288188Google Scholar

Meyers-Levy, J. (1988). Influence of sex roles on judgment. Journal of Consumer Research, 14(4), 522–530. doi:10.1086/209133Google Scholar

Meyers-Levy, J. (1989). Gender differences in information processing: A selectivity interpretation. In Cafferata, P. & Tybout, A. (Eds.), Cognitive and affective responses to advertising (pp. 219–260). Lexington, MA: Lexington.Google Scholar

Meyers-Levy, J., & Loken, B. (2015). Revisiting gender differences: What we know and what lies ahead. Journal of Consumer Psychology, 25(1), 129–149. doi:10.1016/j.jcps.2014.06.003Google Scholar

Meyers-Levy, J., & Maheswaran, D. (1991). Exploring differences in males’ and females’ processing strategy. Journal of Consumer Research, 18(1), 63–70. doi:10.1086/209241Google Scholar

Meyers-Levy, J., & Sternthal, B. (1991). Gender differences in the use of message cues and judgments. Journal of Marketing Research, 28(1), 84–96. doi:10.1177/002224379102800107Google Scholar

Meyers-Levy, J., & Zhu, R. (2010). Gender differences in the meanings consumers infer from music and other aesthetic stimuli. Journal of Consumer Psychology, 20(4), 495–507. doi:10.1016/j.jcps.2010.06.006Google Scholar

Milner, L. M., & Collins, J. M. (2000). Sex-role portrayals and the gender of nations. Journal of Advertising, 29(1), 67–79. doi:10.1080/00913367.2000.10673604Google Scholar

Mitchell, V. W., & Walsh, G. (2004). Gender differences in German consumer decision‐making styles. Journal of Consumer Behaviour: An International Research Review, 3(4), 331–346. doi:10.1002/cb.146Google Scholar

Morrison, M. M., & Shaffer, D. R. (2003). Gender-role congruence and self-referencing as determinants of advertising effectiveness. Sex Roles, 49(5–6), 265–275. doi:10.1023/A:1024604424224Google Scholar

Morton, E. S. (1994). Sound symbolism and its role in non-human vertebrate communication. In Hinton, L., Nicholls, J., & Ohala, J. J. (Eds.), Sound symbolism (pp. 348–365). Cambridge: Cambridge University Press.Google Scholar

Nosek, B. A., Smyth, F. L., Sriram, N., Lindner, N. M., Devos, T., Ayala, A., … Greenwald, A. G. (2009). National differences in gender–science stereotypes predict national sex differences in science and math achievement. Proceedings of the National Academy of Sciences of the United States of America, 106(26), 10,593–10,597. doi:10.1073/pnas.0809921106Google Scholar

Noseworthy, T. J., Cotte, J., & Lee, S. H. (2011). The effects of ad context and gender on the identification of visually incongruent products. Journal of Consumer Research, 38(2), 358–375. doi:10.1086/658472Google Scholar

Oakenfull, G. (2012). Gay consumers and brand usage: The gender-flexing role of gay identity. Psychology & Marketing, 29(12), 968–979. doi:10.1002/mar.20578Google Scholar

O’Donnell, K. (1999). Good girls gone bad: The consumption of fetish fashion and the sexual empowerment of women. In Arnould, E. J. & Scott, L. M. (Eds.), Advances in consumer research (Vol. 26, pp. 184–189). Provo, UT: Association for Consumer Research. http://acrwebsite.org/volumes/8245/volumes/v26/NA-26 Google Scholar

Ohala, J. J. (1994). The frequency code underlies the sound symbolic use of voice pitch. In Hinton, L., Nichols, J., & Ohala, J. J. (Eds.), Sound symbolism (pp. 325–347). Cambridge: Cambridge University Press.Google Scholar

Orth, U. R., & Holancova, D. (2004). Men’s and women’s responses to sex role portrayals in advertisements. International Journal of Research in Marketing, 21(1), 77–88. doi:10.1016/j.ijresmar.2003.05.003Google Scholar

Oyserman, D. (1993). The lens of personhood: Viewing the self and others in a multicultural society. Journal of Personality and Social Psychology, 65(5), 993–1009. doi:10.1037/0022-3514.65.5.993Google Scholar

Paechter, C. (2006). Femininities and schooling. In Skelton, C., Francis, B., & Smulyan, L. (Eds.), The Sage handbook of gender and education (pp. 365–377). New York: Sage.Google Scholar

Palan, K. M. (2001). Gender identity in consumer behavior research: A literature review and research agenda. Academy of Marketing Science Review, 2001(10), 1–24. www.amsreview.org/articles/palan10-2001.pdf Google Scholar

Park, S. Y. (1998). A comparison of Korean and American gift‐giving behaviors. Psychology & Marketing, 15(6), 577–593. doi:10.1002/(SICI)1520-6793(199809)15:6<577::AID-MAR6>3.0.CO;2-3Google Scholar

Peña, M., Mehler, J., & Nespor, M. (2011). The role of audiovisual processing in early conceptual development. Psychological Science, 22(11), 1419–1421. doi:10.1177/0956797611421791Google Scholar

Phillip, M. V., & Suri, R. (2004). Impact of gender differences on the evaluation of promotional emails. Journal of Advertising Research, 44(4), 360–368. doi:10.1017/S0021849904040383Google Scholar

Pollay, R. W. (1986). The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18–36. doi:10.1177/002224298605000202Google Scholar

Putervu, S. (2004). Communicating with the sexes: Male and female responses to print advertisements. Journal of Advertising, 33(3), 51–62. doi:10.1080/00913367.2004.10639168Google Scholar

Qian, W., Abdur Razzaque, M., & Ah Keng, K. (2007). Chinese cultural values and gift-giving behavior. Journal of Consumer Marketing, 24(4), 214–228. doi:10.1108/07363760710756002Google Scholar

Reichert, T., & Carpenter, C. (2004). An update on sex in magazine advertising: 1983 to 2003. Journalism & Mass Communication Quarterly, 81(4), 823–837. doi:10.1177/107769900408100407Google Scholar

Richard, M. O., Chebat, J. C., Yang, Z., & Putervu, S. (2010). A proposed model of online consumer behavior: Assessing the role of gender. Journal of Business Research, 63(9), 926–934. doi:10.1016/j.jbusres.2009.02.027Google Scholar

Ritterfeld, L. J. (2017). Gendered products. raffia-magazine.com/2017/12/01/gendered-products/Google Scholar

Röder, S., Brewer, G., & Fink, B. (2009). Menstrual cycle shifts in women’s self-perception and motivation: A daily report method. Personality and Individual Differences, 47(6), 616–619. doi:10.1016/j.paid.2009.05.019Google Scholar

Rohlinger, D. A. (2002). Eroticizing men: Cultural influences on advertising and male objectification. Sex Roles, 46(3–4), 61–74. doi:10.1023/A:1016575909173Google Scholar

Rook, D. W., & Hoch, S. J. (1985). Consuming impulses. In Hirschman, E. C. & Holbrook, M. B. (Eds.), Advances in consumer research (Vol. 12, pp. 23–27). Provo, UT: Association for Consumer Research. http://acrwebsite.org/volumes/6351/volumes/v12/NA-12 Google Scholar

Rossi, S. R., & Rossi, J. S. (1985). Gender differences in the perception of women in magazine advertising. Sex Roles, 12(9–10), 1033–1039. doi:10.1007/BF0028810Google Scholar

Rudman, L. A., & Kilianski, S. E. (2000). Implicit and explicit attitudes toward female authority. Personality and Social Psychology Bulletin, 26(11), 1315–1328. doi:10.1177/0146167200263001Google Scholar

Rydell, R. J., Hugenberg, K., Ray, D., & Mackie, D. M. (2007). Implicit theories about groups and stereotyping: The role of group entitativity. Personality and Social Psychology Bulletin, 33(4), 549–558. doi:10.1177/0146167206296956Google Scholar

Saad, G., & Stenstrom, E. (2012). Calories, beauty, and ovulation: The effects of the menstrual cycle on food and appearance-related consumption. Journal of Consumer Psychology, 22(1), 102–113. doi:10.1016/j.jcps.2011.10.001Google Scholar

Schroeder, J. E., & Borgerson, J. (2003). Dark desires: Fetishism, ontology and representation in contemporary advertising. In Reichert, T. & Lambiase, J. (Eds.), Sex in advertising: Perspectives on the erotic appeal (pp. 65–89). Mahwah, NJ: Lawrence Erlbaum.Google Scholar

Schwartz, P., & Rutter, V. E. (1998). The gender of sexuality. Thousand Oaks, CA: Pine Forge Press.Google Scholar

Seidlitz, L., & Diener, E. (1998). Sex differences in the recall of affective experiences. Journal of Personality and Social Psychology, 74(1), 262–271. doi:10.1037/0022-3514.74.1.262Google Scholar

Shrum, L. J., Lowrey, T. M., Luna, D., Lerman, D. B., & Liu, M. (2012). Sound symbolism effects across languages: Implications for global brand names. International Journal of Research in Marketing, 29(3), 275–279. doi:10.1016/j.ijresmar.2012.03.002Google Scholar

Silverman, I., Phillips, K., & Silverman, L. K. (1996). Homogeneity of effect sizes for sex across spatial tests and cultures: Implications for hormonal theories. Brain Cognition, 31(1), 90–94. doi:10.1006/brcg.1996.0027Google Scholar

Silverstein, M. J., & Sayre, K. (2009). The female economy. Harvard Business Review, 87(9), 46–53. hbr.org/2009/09/the-female-economy Google Scholar

Sirgy, J. M. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300. doi:10.1086/208924Google Scholar

Sirgy, J. M. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195–206. doi:10.1016/0148-2963(85)90026-8Google Scholar

Stern, B. B. (1988). Sex‐role self‐concept measures and marketing: A research note. Psychology & Marketing, 5(1), 85–99. doi:10.1002/mar.4220050107Google Scholar

Swaminathan, V., Page, K. L., & Gürhan‐Canli, Z. (2007). Added ‘my’ brand or ‘our’ brand: The effects of brand relationship dimensions and self-construal on brand. Journal of Consumer Research, 34(2), 248–259. doi:10.1086/518539Google Scholar

Trivers, R. L. (1972). Parental investment and sexual selection. In Campbell, B. (Ed.), Sexual selection and the descent of man, 1871–1971 (pp. 136–179). Chicago: Aldine.Google Scholar

Uray, N., & Burnaz, S. (2003). An analysis of the portrayal of gender roles in Turkish television advertisement. Sex Roles, 48(1–2), 77–87. doi:10.1023/A:1022348813469Google Scholar

Verhellen, Y., Dens, N., & De Pelsmacker, P. (2016). A longitudinal content analysis of gender role portrayal in Belgian television advertising. Journal of Marketing Communications, 22(2), 170–188. doi:10.1080/13527266.2013.871321Google Scholar

Wheeler, S. C., & Omair, A. (2016). Potential growth areas for implicit theories research. Journal of Consumer Psychology, 26(1), 137–141. doi:10.1016/j.jcps.2015.06.008Google Scholar

Wiggins, J. S. (1982). Circumplex models of interpersonal behavior in clinical psychology. In Kendall, P. & Butcher, J. (Eds.), Handbook of research methods in clinical psychology (pp. 183–221). New York: Wiley.Google Scholar

Winterich, K. P., Carter, R. E., Barone, M. J., Janakiraman, R., & Bezawada, R. (2015). Tis better to give than receive? How and when gender and residence-based segments predict choice of donation- versus discount-based promotions. Journal of Consumer Psychology, 25(4), 622–634. doi:10.1016/j.jcps.2014.12.006Google Scholar

Wolin, L. D. (2003). Gender issues in advertising – An oversight synthesis of research: 1970–2002. Journal of Advertising Research, 43(1), 111–129. doi:10.1017/S0021849903030125Google Scholar

Yau, O. H., Chan, T. S., & Lau, K. F. (1999). Influence of Chinese cultural values on consumer behavior: A proposed model of gift-purchasing behavior in Hong Kong. Journal of International Consumer Marketing, 11(1), 97–116. doi:10.1300/J046v11n01_07Google Scholar

Yorkston, E., & De Mello, G. E. (2005). Linguistic gender marking and categorization. Journal of Consumer Research, 32(2), 224–234. doi:10.1086/432232Google Scholar

Zawisza, M., & Cinnirella, M. (2010). What matters more – breaking tradition or stereotype content? Envious and paternalistic gender stereotypes and advertising effectiveness. Journal of Applied Social Psychology, 40(7), 1767–1797. doi:10.1111/j.1559-1816.2010.00639.xGoogle Scholar

Zelezny, L. C., Chua, P. P., & Aldrich, C. (2000). New ways of thinking about environmentalism: Elaborating on gender differences in environmentalism. Journal of Social issues, 56(3), 443–457. doi:10.1111/0022-4537.00177Google Scholar

Zotos, Y., & Tsichla, E. (2014). Snapshots of men and women in interaction: An investigation of stereotypes in print advertisement relationship portrayals. Journal of Euromarketing, 23(3), 35–58. http://ktisis.cut.ac.cy/handle/10488/8443 Google Scholar

Book contents

17 - The Impact of Gender and Culture in Consumer Behavior

Summary

Keywords

Access options

References

Suggested Readings

References

Save book to Kindle

Save book to Dropbox

Save book to Google Drive