Gender Identity and Perceptions of Femininity in Everyday Life: a Multi Country Study of Contemporary Young Female Achievers


Contemporary young female achievers constitute a historically unique cohort. For the first time in recorded history large numbers of young women have the opportunity to strongly determine their lifestyles and gender roles in a wide variety of life domains. We study how young female achievers from different nations today perceive femininity and how they choose to enact their gender roles. We conclude that CYFAs strive to experience what they regard as the best aspects of female and male worlds. In achieving this goal they display substantial energy, self-awareness and flexibility. They employ analytical and pragmatic skills to negotiate and adapt to different role domains; appearing comfortable with blending gender roles and having mutable selves.


Marylouise Caldwell and Ingeborg Astrid Kleppe (2006) ,"Gender Identity and Perceptions of Femininity in Everyday Life: a Multi Country Study of Contemporary Young Female Achievers", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 19.


Marylouise Caldwell, Faculty of Business and Economics, University of Sydney
Ingeborg Astrid Kleppe, Faculty of Strategy and Management, Norwegian School of Economics and Business Administration


GCB - Gender and Consumer Behavior Volume 8 | 2006

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