Will Using a Pink Product Make Males Become Risk Averse? the Effect of Taking a User’S Perspective on Self-Evaluation

When male consumers use a product that is typically used by females, they might take the perspective of the typical users. In doing so, they perceive themselves to share common elements with females and subsequently behave like females (e.g. more risk aversive).



Citation:

Hao Shen, Suntong Qi, and Jaideep Sengupta (2019) ,"Will Using a Pink Product Make Males Become Risk Averse? the Effect of Taking a User’S Perspective on Self-Evaluation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 847-847.

Authors

Hao Shen, Chinese University of Hong Kong, China
Suntong Qi, Chinese University of Hong Kong, China
Jaideep Sengupta, Hong Kong University of Science and Technology, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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