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
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Juliana Schroeder, University of California Berkeley, USA
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Monica Wadhwa, INSEAD, Singapore
Christine Kim, Hong Kong University of Science and Technology
Amitava Chattopadhyay, INSEAD, Singapore
Wenbo Wang, Hong Kong University of Science and Technology
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Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA