American = Men? Gender and Cultural Dynamics in the Marketing of Male-Symbolic Brands to Women

Results show that both men-and women perceive only male-symbolic brands to be symbols of American culture as well. Despite this, women highly identified with their gender prefer female-symbolic brands as American symbols. However, women favor male-symbolic brands, via associations with the American identity, when this common in-group identity is salient.


Carlos Torelli, Chi-Yue Chiu, Hean Tat Keh, and Nelson Amaral (2011) ,"American = Men? Gender and Cultural Dynamics in the Marketing of Male-Symbolic Brands to Women", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Carlos Torelli, University of Minnesota, USA
Chi-Yue Chiu, Nanyang Technological University, Singapore
Hean Tat Keh, Peking University, China
Nelson Amaral, University of Minnesota, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


I5. Take That Mirror Away From me! Clothing Consumption by the Elderly and the Self-identity of the Young

Daniela Ferreira, Federal University of Rio de Janeiro

Read More


Portals of Transformation In Consumer Experiences

Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK

Read More


When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School

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.