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.



Citation:

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.

Authors

Linyun Yang, University of South Carolina, USA
Pankaj Aggarwal, University of Toronto, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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