Harley Blow Dryers and Dove Men Body Wash: the Masculine-American Stereotype and Its Effects on Gendered Marketing

We reveal a gender asymmetry in consumers’ reactions to brand gender bending, whereby women are more accepting of masculine brands but men are less accepting of feminine brands. We further identify marketing strategies for successfully introducing of cross-gender products, particularly aimed at making men more receptive to feminine brands’ extensions.


Nelson Amaral, Carlos Torelli, Hean Tat Keh, and Chi-Yue Chiu (2019) ,"Harley Blow Dryers and Dove Men Body Wash: the Masculine-American Stereotype and Its Effects on Gendered Marketing", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 431-432.


Nelson Amaral, American University, USA
Carlos Torelli, University of Illinois at Urbana-Champaign, USA
Hean Tat Keh, Monash University, Australia
Chi-Yue Chiu, Chinese University of Hong Kong, China


NA - Advances in Consumer Research Volume 47 | 2019

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