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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness

Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chun-Chen Tsai, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University

Read More

Featured

L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List

Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA

Read More

Featured

When Prominent Logos Make You Feel Competent

Sara Caprioli, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Nailya Ordabayeva, 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.