At Your Own Risk: Gender Identity Salience and Perceived Vulnerability to Breast Cancer
In a series of experiments we manipulated women’s gender identity salience and assessed the effect on perceived vulnerability to gender-specific versus gender-neutral risks. In four experiments, using different priming procedures, we show that increasing the salience of women’s gender identity reduces their perceived vulnerability to breast cancer and negatively affects precautionary behavior. We discovered that defensive mechanisms only occur when femininity is primed, not when gender in general is primed and we document the importance of individual differences in endorsing positive versus negative female stereotypes. These results have important implications for breast cancer awareness campaigns.
Steven Sweldens, Stefano Puntoni, and Nader Tavassoli (2007) ,"At Your Own Risk: Gender Identity Salience and Perceived Vulnerability to Breast Cancer", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 477-478.
Steven Sweldens, RSM Erasmus University, The Netherlands
Stefano Puntoni, RSM Erasmus University, The Netherlands
Nader Tavassoli, London Business School, United Kingdom
E - European Advances in Consumer Research Volume 8 | 2007
Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption
Praveen Kumar Kopalle, Dartmouth College, USA
Stigmatization of a Cultural Ritual
Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness
Linda Hagen, University of Southern California, USA