Real Men Don't Eat Quiche: Discrepancy Between Automatic and Deliberate Gender-Expressive Choices in Men
Everyday items are imbued with gender associations. We examine how such gender associations influence the decision-making of men and women. We find that men, but not women, are more likely to choose gender-congruent options than gender-incongruent options when they have more cognitive resources available. Furthermore, men’s, but not women’s, executive function is impaired after making choices from choice sets containing both masculine and feminine options relative to making choices from sets containing all same-gender options. These findings suggest that men, but not women, attempt to regulate their choices of gender expressive items as a means to maintain their gender identity.
Jim Wilkie and David Gal (2010) ,"Real Men Don't Eat Quiche: Discrepancy Between Automatic and Deliberate Gender-Expressive Choices in Men", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 926-927 .
Jim Wilkie, Northwestern University, USA
David Gal, Northwestern University, USA
NA - Advances in Consumer Research Volume 37 | 2010
N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment
Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln
Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media
Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France
Cultivating Collaboration and Value Cocreation in Consumption Journeys
Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA