Role of Gender Identity on Consumer's Perception andBehaviors related to Consumption
Article Sidebar
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
##plugins.themes.bootstrap3.article.main##
Abstract
Gender identity, a combination of an individual’s gender psychological traits, social gender roles, and gender orientations, has a dramatic impact on one’s perceptions and behaviors related to consumption. However, the influence of gender identity has been oversimplified in the recent marketing literature by using sex as the sole gender-related descriptor. As a result, the marketing literature has been hampered in its ability to predict gender-related consumer behaviors. This study focuses on how gender identity manifests in itself in the consumers’ product consumption and brand relationship. The focal population of interest was the Generation-Y aged consumers in the U.S. and their relationships with personal care products. Results generated from structural equation modeling indicate that multiple constructs of gender identity have significant and unique impacts on product involvement and brand loyalty and, further, that product involvement serves as a mediator that linking gender identity with brand loyalty
##plugins.themes.bootstrap3.article.details##
References
1. Alden, Dana L., Jan-Benedict E.M. Steenkamp, and Rajeev Batra (1999), “Brand Positioning Through Advertising in Asia, North America, And Europe: The Role of Global Consumer Culture,” Journal of Marketing, 63(January), 75-87.
2. Backwell, Cathy and Vincent-Wayne Mitchell (2003), “Generation Y Female Consumer Decision Making Styles,” International Journal of Retail and Distribution Management, 31(2), 95-106.
3. Barak, Benny and Barbara Stern (1986), “Sex-Linked Trait Indexes Among Baby-Boomers and Pre- Boomers: A Research Note,” Advances in Consumer Research, 14, 204-209.
4. Baumgartner, Hans and Jan-Benedict E.M. Steenkamp (2001), “Response Styles in Marketing Research: a Cross- Cultural Investigation,” Journal of Marketing Research, 143-56.
5. Bem, Sandra, L. (1974a), “Sex Role Adaptability: One Consequence of Psychological Androgyny,” Journal of Personality and Social Psychology,” 31, 634-43
6. Bem, Sandra, L. (1981), “Gender Schema Theory: A Cognitive Account of Sex Typing,” Psychological Review, 88, 354-64.
7. Bloch, Peter H. and Marsha L. Richins (1983), “A Theoretical Model for the Product Importance Perceptions,” Journal
of Marketing, 47, 69-81.
8. Calder, Bobby J., Lynn W. Phillips, and Alice M. Tybout (1981), “Designing Research for Application,” Journal of Consumer Research, 8 (September), 197-208.
9. Chang, Pao-Long and Ming-Hua Chieng (2006), “Building Consumer-Brand Relationship: A Cross- Cultural Experiential View,” Psychology and Marketing, 23 (11), 927-59.
10. Chaudhuri, Arjun and Morris Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: the Role of Brand Loyalty,” Journal of Marketing, 65(April), 81-93.
11. Cohen, J. (1983), “Involvement and You: 1000 Great Ideas,” Advances in Consumer Research, 10, 325- 28.
12. Coulter, Robin A., Linda L. Price and Lawrence Feick (2003), “Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe,” Journal of Consumer Research, 30 (September), 151-69.
13. Debevec, Kathleen and Easwar Iyer (1986), “Gender Stereotyping of Products: are Products like People ” ?Development in Marketing Science, 1986, Atlanta GA: Academy of Marketing Science.
14. Dickson, Peter (1982), “Person-Situation: Segmentation’s Missing Link,” Journal of Marketing, 46, 56- 64.
15. Fischer, Eileen and Stephen Arnold J. (1990), “More Than a Labor of Love: Gender Roles and Christmas Gift Shopping,” Journal of Consumer Research, 17 (30, 333-45.
16. Fischer, Eileen and Stephen Arnold J. (1994), “Sex, Gender Identity, Gender Role Attitudes and Consumer Behavior,” Psychology and Marketing, 11(2), 163-82.
17. Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24(4), 343-73.
18. Fry, Joseph N. (1971), “Personality Variables and Cigarette Brand Choice,” Journal of Marketing Research, 8, 298- 304.
19. Gainer, Brenda (1993), “An Empirical Investigation of the Role of Involvement with a Gendered Product,” Psychology & Marketing, 10(4), 265-83.
20. Gaski, John F. and John R. Nevin (1985), “The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel,” Journal of Marketing Research, 22(May), 130-42.
21. Gould, Stephen J. and Barbara B. Stern (1989), “Gender Schema and Fashion Consciousness,” Psychology and Marketing, 6(2), 129-45.
22. Grosz, Elizabeth (1994), the Essential Difference, Indianapolis: Indiana University Press.
23. Higie, R.A. and L.F. Feick (1989), “Enduring Involvement: Conceptual and Measurement Issues,” Advances in Consumer Research, 16, 690-96.
24. Hirschman, Elizabeth (1993), “Ideology in Consumer Research, 1980 and 1990: A Marxist And Feminist Critique,” Journal of Consumer Research, 19(4), 537-55.
25. Jaffe, Lynn (1994), “The Unique Predictive Ability of Sex-Role Identity in Explaining Women’s Response to Advertising,” Psychology and Marketing, 11(5), 467-82.
26. Jaffe, Lynn and Paul Berger D. (1988), “Impact of Purchase Intent of Sex Role Identity and Product Positioning,” Psychology and Marketing, 5(3), 259-271.
27. Jayanti, Rama K. and Marshall H. Becker (1984), “The Health Belief Model: A Decade Later,” Health Education Quarterly, 11 (Nov.), 1 47.
28. Kates, Steven M. (2002), “The Protean Quality of Subcultural Consumption: An Ethnographic Account of Gay Consumers,” Journal of Consumer Research, 29(3), 383-98.
29. Kempf, DeAnna S., Kay M. Palan, and Russell N. Laczniak (1997), “Gender Differences in Information Processing Confidence in an Advertising Context: A Preliminary Study,” Advances in Consumer Research, 24, 443-49.
30. Li, Tiger and Roger J. Calantone (1998), “The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination,” Journal of Marketing, 62 (Oct.), 13- 29.
31. Markus, Hazel R., Marie Crane, Stan Bernstein and Michaeland Siladi (1982), “Self Schemas and Gender,” Journal of Personality and Social Psychology, 42, 38-50.
32. McCabe, Catherine A. (2001)., “Gender Effects on Attitude toward Sports Consumption,” Doctorial Dissertation, University of Kentucky Press.
33. McCracken, Grant (1988), Culture and Consumption, Bloomington, IN: Indiana University Press.
34. Meyers-Levy, Joan (1989), “The Influence of A Brand Name’s Association Set Size and Word Frequency on Brand Memory,” Journal of Consumer Research, 16 (2), 197-207.
35. Ng, Sharon and Michael Houston (2006), “Exemplars or Beliefs The Impact of Self-View on the Nature and Relative Influence of Brand Associations,” Journal of Consumer Research, 32(4), 519-29.
36. Oaster, T.R. (1989), “Number of Alternative per Choice Point and Stability of Likert-type Scales,” Perceptual and Motor Skills, 68, 549 50.
37. Palan, Kay M. (2001), “Gender Identity in Consumer Behavior Research: A literature Review and Research Agenda,” Academy of Marketing Science Review, 2001(01),1-25.
38. Payne, Thomas J., Jane M. Connor and Gep Colletti (1987), “Gender based Schematic Processing: An Empirical Investigation and Reevaluation, Journal of Personality and Social Psychology, 52, 937-45.
39. Rosenburg, Morris (1979), Conceiving the Self, New York: Basic Books.
40. Ross, Ivan (1971), “Self-Concept and Brand Preference,” Journal of Business of the University of Chicago, 44, 38-50.
41. Schaninger C. and C. Buss (1985),”The Relationship of Sex Role Norms to Household Task Allocation,” Psychology and Marketing, 2(2), 93-104.
42. Sirgy, Joseph M. (1982), “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9 (3), 287-99.
43. Sirgy, Joseph M. (1986), Self Congruity: Toward a Theory of Personality and Cybernetics, New York: Praeger Publishers.
44. Spence, Janet T. (1993), “Gender Related Traits and Gender Ideology: Evidence for a Multifactorial Theory,” Journal of Personality and Social Psychology, Journal of Personality and Social Psychology, 64, 624-35.
45. Spence, Janet. T. and Robert Helmreich (1972), “Who Likes Competent Women? Competence, Sex Role
Congruence of Interests, and Subjects’ Attitudes toward Women as Determinants of Interpersonal Attraction,” Journal of Applied Social Psychology, 2, 197-213.
46. Spence, Janet T. and Robert L. Helmreich (1978), Masculinity & Femininity, Austin, TX: University of Texas Press.
47. Vitz, Paul C. and Donald Johnston (1965), “Masculinity of Smokers and the Masculinity of Cigarette Images,” Journal of Applied Psychology, 49(3), 155-59.
48. Worth, Leila T., Jeanne Smith, and Diane M. Mackie (1992), “Gender Schematicity and Preference for Gender-Typed Products,” Psychology and Marketing, 9 (1), 17-30.
49. Yoo, Boonghee and Naveen Donthu (2001), “Developing and Validating a Multidimensional Consumer- Based Brand Equity Scale,” Journal of Business Research, 52, 1-14.
50. Zaichkowsky, J. L. (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, 12, 341-52.
