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

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