Motivational Theory of Gendered Consumption
With the worldwide decline in traditional gender norms, a new wave of consumption has emerged in which consumers engage in gender-incongruent consumption. This research shows that the gender identity perspective cannot explain gender-incongruent consumption. Instead, a motivational theory of gendered consumption is proposed that explains both gender-congruent and incongruent choices.
Niusha Jones and Blair Kidwell (2019) ,"Motivational Theory of Gendered Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 674-675.
Niusha Jones, Boise State University
Blair Kidwell, University of North Texas, USA
NA - Advances in Consumer Research Volume 47 | 2019
The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap
Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits
Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore