Covid-19 Stress and the Performance of Gender Counter-Stereotypical Behavior (Gcsb): Market Opportunities From an Overlooked Segment During the Pandemic
Inhibitions when performing gender counter-stereotypical behaviors are damaged when people face excessive stress caused by the outbreak of COVID-19. In four related studies, we lay the foundation for the mechanism by which emotional regulation mediates the effect of stress on such behavior for both men and women.
Citation:
Enav Friedmann, Gal Gutman, Gil Peleg, and Niv Reggev (2021) ,"Covid-19 Stress and the Performance of Gender Counter-Stereotypical Behavior (Gcsb): Market Opportunities From an Overlooked Segment During the Pandemic", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 358-359.
Authors
Enav Friedmann, Ben-Gurion University
Gal Gutman, Ben-Gurion University
Gil Peleg, Yeshiva University
Niv Reggev, Ben-Gurion University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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