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- Title
THE ROLE OF SEX ROLE SELF-CONCEPT IN MASCULINE AND FEMININE PRODUCT PERCEPTIONS.
- Authors
Golden, Linda L.; Allison, Neil; Clee, Mona
- Abstract
The impact of respondents' sex role self-concept, sex, product use and self-esteem on masculine and feminine product perceptions is investigated for five representative sex-role stereotyped products. Sex role selfconcept appears to be more important for feminine product perceptions than masculine product perceptions. However, the respondent's sex and product use is at least as important for product perceptions as sex role self-concept.
- Subjects
CONSUMER behavior; GENDER role; SELF-perception; STEREOTYPES
- Publication
Advances in Consumer Research, 1979, Vol 6, Issue 1, p599
- ISSN
0098-9258
- Publication type
Article