When Women Lead, Do Consumers’ Perceptions of Her Firm Follow?

Two experiments show that stereotypes about the gender of an organization’s leader influence consumers’ inferences about the quality of the organization’s product or service, and about gender-typed attributes of a product or service. Evaluations of the male leader in a male dominated profession were generalized to the service delivered by subordinates. Respondents were less likely to generalize from characteristics of a female leader in a male dominated profession to subordinates’ service. Respondents’ evaluations of the organization’s product after an actual product experience reflected characteristics of the leader more than characteristics of the subordinates.


Valerie Folkes and Shashi Matta (2007) ,"When Women Lead, Do Consumers’ Perceptions of Her Firm Follow?", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 648-650.


Valerie Folkes, University of Southern California, USA
Shashi Matta, The Ohio State University, USA


NA - Advances in Consumer Research Volume 34 | 2007

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