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

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