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
It’s About Trust: The Diffusion of Deviant Consumer Behavior
Peter Voyer, University of Windsor
A Meta-Analysis on the Endowment Effect in Experiments
DANIEL SUN, University of Calgary, Canada
A Conceptual Framework of Violation of Trust and Negative Emotional Responses during Brand Transgressions
Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras