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

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.



Citation:

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, Pages: .

Authors

Valerie Folkes, University of Southern California, USA
Shashi Matta, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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