6-I: the Impact of Mixed-Sex Competition on Women’S Choice of Androgynous Products

Jooyoung Park, Peking University, China
Fayrouz Souissi, Peking University, China
The simultaneous emergence of unisex dressing with women entering competitive environments makes it judicious to study the popularity of androgynous products in the context of mixed-sex competition. This study aims to fill a gap in the literature by investigating women’s choice of androgynous products in the context of mixed-sex competition.
[ to cite ]:
Jooyoung Park and Fayrouz Souissi (2017) ,"6-I: the Impact of Mixed-Sex Competition on Women’S Choice of Androgynous Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1052-1052.