Identifying and Explaining the Sex-Gap in Consumer Responses to Product Failures: Gender Stereotypes Create Victims Out of Women

Archival and experimental evidence finds that consumer complaints are more commonly made for female (vs. male) victims of product failures. Evidence suggests this is due to gender stereotypes leading to increased perceptions of harm and company blame for female victims. Implications for firms and consumer protection are discussed.



Citation:

Steven Shepherd and Alysson Light (2016) ,"Identifying and Explaining the Sex-Gap in Consumer Responses to Product Failures: Gender Stereotypes Create Victims Out of Women", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 236-240.

Authors

Steven Shepherd, Oklahoma State University, USA
Alysson Light, University of the Sciences, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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