When Are There Too Many Women? Consumers' Judgments of Gender in Service Groups

Valerie Folkes, University of Southern California, USA
Shashi Matta, Ohio State University, USA
Two experiments examined consumers’ perceptions of service from a small workgroup by varying the group’s gender composition. Groups were judged as inferior when they comprised all women, included a solo man, and when women occupied all the higher status positions. Boundary conditions and moderators of the effect are presented.
[ to cite ]:
Valerie Folkes and Shashi Matta (2013) ,"When Are There Too Many Women? Consumers' Judgments of Gender in Service Groups", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.