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
When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?
Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA
If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption
Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln
The Role of Expectations About Changes in Wealth in Discounting Decisions
Abigail Sussman, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Shweta Desiraju, University of Chicago, USA