Sex Typing and Consumer Behavior: A Test of Gender Schema Theory
Journal of Consumer ResearchPublished 1 June 1988
Bernd H. Schmitt, France Leclerc, Laurette Dube‐Rioux
Citations104
SJR quartileQ1
SJR score8.56
SNIP3.32
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Abstract
Using the context of advertising, packaging, and consumer choice, three experiments were conducted to test the predictions of gender schema theory that gender-schematic (sex-typed) individuals and gender-aschematic (non-sex-typed) individuals differ in the way they process and evaluate information related to gender. Results indicated strong sex effects, but the predicted sex-type effects were not obtained.
Keywords
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