Consumer Sexism: Scale Development and Validation

This article introduces the concept of consumer sexism and develops a measurement scale for the construct. Through 4 different studies, internal, nomological, and face validities of the scale are established and various effects are explored. Findings suggest that consumer sexism affects attitudes toward products advertised as originating from women. They also suggest that while it does not affect online review credibility, it interacts with a perceived product gender type in negatively influencing attitudes toward masculine products favorably evaluated by women, and also directly and negatively affects purchase intentions for such products, no matter the perceived product gender.


Jean-Francois Ouellet, Myriam Beaunoyer, and Caroline Lacroix (2009) ,"Consumer Sexism: Scale Development and Validation", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 100-105.


Jean-Francois Ouellet, HEC Montreal, Canada
Myriam Beaunoyer, HEC Montreal, Canada
Caroline Lacroix, CERAG/Universite Pierre-Mendes-France, France


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

Share Proceeding

Featured papers

See More


Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources

Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA

Read More


Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information

Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA

Read More


Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

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.