10 Androgyny, Consumers Biological Sex, And Cultural Differences (Research Paper Sample)

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10 Androgyny, consumers’ biological sex, and cultural differences
Further assumptions on the effects on brand equity
Until now, the existing literature on gender schemata has offered ample proof that androgynous with both feminine and masculine qualities appear to create a range of constructive effects like an optimum adaptability level in both impersonal and interpersonal circumstances (for instance having feminine qualities like being expressive and compassionate besides possessing masculine qualities like being instrumental and assertive; ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "DOI" : "10.1037/h0036215", "ISBN" : "0022-006X (Print)\\r0022-006X (Linking)", "ISSN" : "0022-006X", "PMID" : "4823550", "abstract" : "Describes the development of a new sex-role inventory that treats masculinity and femininity as 2 independent dimensions, thereby making it possible to characterize a person as masculine, feminine, or \"androgynous\" as a function of the difference between his or her endorsement of masculine and feminine personality characteristics. Normative data, provided by 561 male and 356 female college and junior college students, are presented, as well as the results of various psychometric analyses. Findings indicate that: (a) The dimensions of masculinity and femininity are empirically and logically independent. (b) The concept of psychological androgyny is a reliable one. (c) Highly sex-typed scores do not reflect a general tendency to respond in a socially desirable direction, but rather a specific tendency to describe oneself in accordance with sex-typed standards of desirable behavior for men and women. (PsycINFO Database Record (c) 2007 APA )", "author" : [ { "dropping-particle" : "", "family" : "Bem", "given" : "Sandra L.", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "container-title" : "Journal of consulting and clinical psychology", "id" : "ITEM-1", "issue" : "2", "issued" : { "date-parts" : [ [ "1974" ] ] }, "page" : "1S5\u2013162", "title" : "The Measurement of Psychological Androgyny1", "type" : "article-journal", "volume" : "42" }, "uris" : [ "/documents/?uuid=a66280c7-7032-4c09-bd9d-d802ba3e4711" ] } ], "mendeley" : { "formattedCitation" : "(Bem 1974)", "manualFormatting" : "Bem (1974)", "plainTextFormattedCitation" : "(Bem 1974)", "previouslyFormattedCitation" : "(Bem 1974)" }, "properties" : { "noteIndex" : 0 }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" }Bem (1974). Fascinatingly, this literature has confirmed how highly intersexual individuals were equally alleged being more attractive and highly successful besides showing some positive outcomes for androgynous persons ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "DOI" : "10.1177/0146167283093011", "ISBN" : "0146-1672", "ISSN" : "0146-1672", "abstract" : "Examined the effects of sex-role and attractiveness information on 447 undergraduates' perceptions of a stimulus person (SP). Male and female SPs who were attractive, moderately attractive, or unattractive were made to appear masculine, feminine, or androgynous by their responses to the short form of the Bem Sex-Role Inventory. The sex and sex role of S raters were also considered. Results indicate that androgynous persons were favorably perceived on the gender-linked dimensions of instrumentality and expressivity and in sex-neutral desirable traits. They were regarded as better adjusted, more likeable, and as having an advantage in the occupational domain, compared to masculine and feminine persons. Contrary to predictions derived from S. L. Bem's (1981) gender schema theory, the S rater's sex role did not influence SP evaluations. (25 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)", "author" : [ { "dropping-particle" : "", "family" : "Jackson", "given" : "Linda A.", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "container-title" : "Personality and Social Psychology Bulletin", "id" : "ITEM-1", "issue" : "3", "issued" : { "date-parts" : [ [ "1983" ] ] }, "page" : "405-413", "title" : "The Perception of Androgyny and Physical Attractiveness: Two is Better than One", "type" : "article-journal", "volume" : "9" }, "uris" : [ "/documents/?uuid=a36c8b15-51e4-4e3d-b8b4-b10241eaa33c" ] } ], "mendeley" : { "formattedCitation" : "(Jackson 1983)", "manualFormatting" : "(Jackson 1983)", "plainTextFormattedCitation" : "(Jackson 1983)", "previouslyFormattedCitation" : "(Jackson 1983)" }, "properties" : { "noteIndex" : 0 }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" }(Jackson, 1983). Therefore, besides the key impact dominance in previous literature on the effects of brand gender, it would be illusive to investigate whether highly androgynous brands (those possessing both extremely feminine and extremely masculine traits) create a similarly top brand equity proportionate to their counterparts holding a single strong brand gender positioning. Subsequently, another key question focuses on the likelihood of impact of any brand gender on brand equity being subject to an individual’s biological sex. With the biological sex of an individual being easily available for both the person individually and equally external observers, it would be significant both practically and ideally to examine the moderation of consumers’ biological sex on the impact of brand gender discernments on the equity of a brand. Despite the fact that the previous literature has indicated how a highly feminine or masculine brand gender is highly positively valued upon matching a person’s gender task (that is, the social and cultural norms that are correlated with a biological gender ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "DOI" : "10.1509/jmkr.46.1.105", "ISBN" : "00222437", "ISSN" : "0022-2437", "PMID" : "36092157", "abstract" : "Although masculinity and femininity are personality traits relevant to brands, their measurement and contribution to branding theory and practice have not been examined. This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show that (1) spokespeople in advertising shape masculine and feminine brand personality perceptions; (2) brand personality\u2013self-concept congruence in terms of masculine and feminine brand personality and consumers' sex role identity positively influences affective, attitudinal, and behavioral brand-related consumer responses; and (3) masculine and feminine brand personality lends itself to the creation of brand fit in a brand extension context, which in turn leads to more positive brand extension evaluations and increased purchase intentions with regard to the extension. [ABSTRACT FROM AUTHOR]", "author" : [ { "dropping-particle" : "", "family" : "Grohmann", "given" : "Bianca", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "container-title" : "Journal of Marketing Research", "id" : "ITEM-1", "issue" : "1", "issued" : { "date-parts" : [ [ "2009" ] ] }, "page" : "105-119", "title" : "Gender Dimensions of Brand Personality", "type" : "article-journal", "volume" : "46" }, "uris" : [ "/documents/?uuid=c4da709d-c9dd-47e9-b94d-169b036580c6" ] } ], "mendeley" : { "formattedCitation" : "(Grohmann 2009)", "manualFormatting" : "Grohmann (2009)", "plainTextFormattedCitation" : "(Grohmann 2009)", "previouslyFormattedCitation" : "(Grohmann 2009)" }, "properties" : { "noteIndex" : 0 }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" }Grohmann (2009), such gender roles are classically not discernible externally (that is, if male or female consumers really consider themselves typically more or less masculine or feminine) and were realized being insufficiently effective to determine, for instance, the leisure or shopping behaviors of consumers (see ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "ISBN" : "15261794", "PMID" : "200837063", "abstract" : "Consumer researchers have been examining the impact of gender identity\u2014the degree to which an individual identifies with masculine and feminine personality traits\u2014on various consumer variables for nearly four decades. However, significant gender identity findings in consumer research have been rare, perhaps because of (1) operationalization problems (Palan, Kiecker, and Areni 1999), (2) inappropriate interpretation and application of gender identity to consumer variables (Gould 1996), or (3) blurring gender categories (Firat 1993). This paper presents a thorough review, grounded in theoretical models of gender identity, of consumer behavior studies in the marketing literature that have examined gender identity. Based on the literature review, the paper evaluates whether gender identity research is still warranted, and proposes specific research questions to guide future research.", "author" : [ { "dropping-particle" : "", "family" : "Palan", "given" : "Kay M", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "container-title" : "Academy of Marketing Science Review", "id" : "ITEM-1", "issue" : "10", "issued" : { "date-parts" : [ [ "2001" ] ] }, "page" : "1-24", "title" : "Gender identity in consumer behavior research : A literature review and research agenda", "type" : "article-journal", "volume" : "2001" }, "uris" : [ "/documents/?uuid=e1da1002-b9d1-4a99-b088-e46fb9c85246" ] } ], "mendeley" : { "formattedCitation" : "(Palan 2001)", "manualFormatting" : "Palan 2001"...