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

Share Proceeding

Featured papers

See More


E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality

Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA

Read More


I1. Blaming Him or Them? A Study on Attribution Behavior

Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China

Read More


Visual Perceptual Research in Marketing

Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA

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.