Gender As a Softly Assembled Performance: Interrogating the Tenuous Possession-Self Link When Women Don’T Want Pink and Men Don’T Want Blue

The extant product gender literature uses experimental designs in arguing that consumers’ [static] gender identities match their product choice. Conversely, interview data from the present study illustrate that decisions regarding product gender are not always a reflection of the [fluid] gendered self. These findings complicate theory on this possession-self link.



Citation:

Carly Drake and Scott Radford (2017) ,"Gender As a Softly Assembled Performance: Interrogating the Tenuous Possession-Self Link When Women Don’T Want Pink and Men Don’T Want Blue", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 410-414.

Authors

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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