Finger Length Ratio and Attitudes Toward Several Product Categories

Marcelo V. Nepomuceno, John Molson School of Business, Canada
Gad Saad, John Molson School of Business, Canada
Eric Stenstrom, John Molson School of Business, Canada
Zack Mendenhall, John Molson School of Business, Canada
Recent studies have associated the second-to-fourth finger length ratio (2D:4D), a sexually dimorphic trait influenced by prenatal androgen exposure, to a wide range of abilities and dispositions. We tested if finger length ratio would correlate with attitudes towards product categories with a strong male penchant. We found significant or marginally significant correlations between finger length ratio and attitudes in Caucasians for four out of nine product categories preferred by males. Our study suggests that finger length ratios may be predictive of attitudes toward product categories possessing a strong sex specificity.
[ to cite ]:
Marcelo V. Nepomuceno, Gad Saad, Eric Stenstrom, and Zack Mendenhall (2010) ,"Finger Length Ratio and Attitudes Toward Several Product Categories", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 872-872 .