Gender Identity-Related Reactions to Sex-Typed and Unisex Labeled Products

Two experiments highlight gender identity’s relevance to the gender labeling-purchase intention relationship. Gender schematic consumers are indifferent between sex-typed or unisex labeling. Product’s gender expressiveness and functionality oppositely favor both options. In favor of unisex products, gender aschematics are less sensitive to gender cues, making perceived functionality the relevant mechanism.


Susanne Ludwig, Stefan Hattula, and Florian Kraus (2016) ,"Gender Identity-Related Reactions to Sex-Typed and Unisex Labeled Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 543-544.


Susanne Ludwig, University of Mannheim, Germany
Stefan Hattula, University of Stuttgart, Germany
Florian Kraus, University of Mannheim, Germany


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Liminal Motherhood: Relational Partners Experience of Liminality

Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More


Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

Read More


O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.