Real Men Don't Eat Quiche: Discrepancy Between Automatic and Deliberate Gender-Expressive Choices in Men

Jim Wilkie, Northwestern University, USA
David Gal, Northwestern University, USA
Everyday items are imbued with gender associations. We examine how such gender associations influence the decision-making of men and women. We find that men, but not women, are more likely to choose gender-congruent options than gender-incongruent options when they have more cognitive resources available. Furthermore, men’s, but not women’s, executive function is impaired after making choices from choice sets containing both masculine and feminine options relative to making choices from sets containing all same-gender options. These findings suggest that men, but not women, attempt to regulate their choices of gender expressive items as a means to maintain their gender identity.
[ to cite ]:
Jim Wilkie and David Gal (2010) ,"Real Men Don't Eat Quiche: Discrepancy Between Automatic and Deliberate Gender-Expressive Choices in Men", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 926-927 .