The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences

The authors examine whether preferences for masculine and feminine choices are fostered through specific aversive feelings. Findings indicate that consumers’ select masculine choices to alleviate low-agentic feelings (e.g., feeling incompetent, powerless, or inferior) and feminine choices to allay aversive low-communion feelings (e.g., feeling excluded, disconnected, or isolated).



Citation:

Niusha Jones and Blair Kidwell (2018) ,"The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 628-629.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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