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



Share Proceeding

Featured papers

See More

Featured

Brand Relationships in a "Post-Fact” World

Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada

Read More

Featured

G7. The Presence of Dividing Line Decrease Perceived Quantity

Jun Ouyang, Xiamen University
Yanli Jia, Xiamen University
Zhaoyang Guo, Xiamen University

Read More

Featured

N4. Induction of Construal-Level Mindset via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments

Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France

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.