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



Share Proceeding

Featured papers

See More

Featured

C5. Krabby Patties, Kelp Chips, or KitKats?: Exploring the Depictions of Food Featured in Children’s Television Shows  

Kathy Tian, University of Illinois at Urbana-Champaign, USA
Regina Ahn, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA

Read More

Featured

R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More

Featured

The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

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.