The Influence of Contextual Minority Status on Privately-Held Evaluations of Identity-Linked Products

Does being the lone female in a group of males influence women’s evaluations of female identity linked products? Two studies find that when gender identity is activated by being in the numerical minority of a group, women report less positive attitudes toward products associated with negative aspects of their gender.



Citation:

Iman Paul, Jeffrey R Parker, and Sara Loughran Dommer (2016) ,"The Influence of Contextual Minority Status on Privately-Held Evaluations of Identity-Linked Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 753-753.

Authors

Iman Paul, Scheller College of Business, Georgia Institute of Technology, 800 West Peachtree Street, Atlanta, GA 30308, Iman.Paul@scheller.gatech.edu
Jeffrey R Parker, J. Mack Robinson College of Business, Georgia State University, Department of Marketing, PO Box 3991, Atlanta, GA 30303, jeffparker@gsu.edu.
Sara Loughran Dommer, Scheller College of Business, Georgia Institute of Technology, 800 West Peachtree Street, Atlanta, GA 30308, Sara.Dommer@scheller.gatech.edu.



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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