Is Male the Default Gender? the Distinctive Effects of Anthropomorphizing Products As Male Versus Female
Despite being a fundamental element of humanness, gender effects have remained largely unexamined in anthropomorphism research. We highlight the role of gender stereotypes in anthropomorphized entities, and establish the phenomenon of androcentrism – the idea that males are the default gender. A rich agenda for future anthropomorphism research is identified.
Linyun Yang and Pankaj Aggarwal (2019) ,"Is Male the Default Gender? the Distinctive Effects of Anthropomorphizing Products As Male Versus Female", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 321-331.
Linyun Yang, University of South Carolina, USA
Pankaj Aggarwal, University of Toronto, Canada
NA - Advances in Consumer Research Volume 47 | 2019
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