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.



Citation:

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.

Authors

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations

Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands

Read More

Featured

B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.

Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid

Read More

Featured

Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France

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.