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

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