The Different Effects of Lay Theory of Gender Differences on Gift Shopping Behavior

Jianping Liang, Sun Yat-sen Business School, Sun Yat-sen University, China
We found that lay theories of gender differences in responding to functionality and aesthetics have different impacts on gift shopping behavior. We also found that the lay theories only influence consumers’ gift shopping behavior for others but NOT for shopping behavior for themselves.
[ to cite ]:
Jianping Liang (2011) ,"The Different Effects of Lay Theory of Gender Differences on Gift Shopping Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 742-743.