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Proceedings of the 1986 Academy of Marketing Science (AMS) Annual ConferenceGender Stereotyping of Products: Are Products Like People?

Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference: Gender Stereotyping... [The literature on sex-role identification is reviewed and the same framework is applied to classify products/services into gender categories.Subjects tended to perceive products along a continuum of masculinity and feminity with few products being perceived and classified as androgynous and undifferentiated.The differences in the perception of male and female subjects is discussed.It is suggested that the product user, purchaser, and promoter characteristics may be important determinants of the gender of a product/service.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

Proceedings of the 1986 Academy of Marketing Science (AMS) Annual ConferenceGender Stereotyping of Products: Are Products Like People?

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References (16)

Publisher
Springer International Publishing
Copyright
© Academy of Marketing Science 2015
ISBN
978-3-319-11100-1
Pages
40–45
DOI
10.1007/978-3-319-11101-8_9
Publisher site
See Chapter on Publisher Site

Abstract

[The literature on sex-role identification is reviewed and the same framework is applied to classify products/services into gender categories.Subjects tended to perceive products along a continuum of masculinity and feminity with few products being perceived and classified as androgynous and undifferentiated.The differences in the perception of male and female subjects is discussed.It is suggested that the product user, purchaser, and promoter characteristics may be important determinants of the gender of a product/service.]

Published: Oct 14, 2014

Keywords: Female Subject; Consumer Research; Potato Chip; American Market Association; Persuasive Communication

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