Sentimental Social Roles and the Objects That Elicit Them

Lindsay R. L. Larson, Georgia Southern University, USA
T. Andrew Poehlman, Southern Methodist University, USA
We examine social identity evoked from vintage product design and its effect on the idealization of gender-stereotypic behavior. Women report greater idealization of traditional behaviors in response to feminine vintage (as opposed to modern or masculine) design. Primed gender roles also lead women, to prefer gender-stereotypic vintage design products.
[ to cite ]:
Lindsay R. L. Larson and T. Andrew Poehlman (2013) ,"Sentimental Social Roles and the Objects That Elicit Them", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.