The Best of Both Worlds: Androgyny in Consumer Choice
The authors introduce the concept of choice androgyny to examine how and why consumers prefer choices that are associated with both masculinity and femininity, relative to polarized masculine and feminine choices. Four studies demonstrate that simultaneous pursuance of agentic and communal motivations underlies consumers’ preferences for androgynous choices.
Niusha Jones and Blair Kidwell (2018) ,"The Best of Both Worlds: Androgyny in Consumer Choice", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 626-627.
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas
NA - Advances in Consumer Research Volume 46 | 2018
The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA
Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness
Linda Hagen, University of Southern California, USA
K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.
Magdalena Zyta Jablonska, SWPS University of Social Sciences and Humanities
Andrzej Falkowski, SWPS University of Social Sciences and Humanities