Affiliation:
1. Undergraduate Business Department, Anderson College of Business and Computing Regis University Denver Colorado US
2. Department of Marketing and International Business, Carson College of Business Washington State University Pullman Washington US
Abstract
AbstractConsumers of different genders often have different consumption habits, especially pertaining to routine, daily practices. Anecdotal evidence, as well as scholarly research, suggests that feminists may experience conflicting pressures surrounding consumption associated with a feminine identity—such as applying make‐up, shaving one's legs, keeping fingernails manicured, and styling one's hair. We investigate how consumption experiences surrounding beauty work differ for feminists and nonfeminists. Employing a variety of methods—including online experiments (Studies 1 and 4), secondary data (Study 2), and a behavioral study (Study 3)—we demonstrate that feminists report higher preferences for premium beauty products than nonfeminists. Feminists’ preferences stem from associating beauty work with feelings of empowerment or, more specifically, self‐determination. We discuss implications for our work and conclude with a call for additional research examining how consumers experience consumption dictated by social standards and expectations rather than individual choice.
Subject
Marketing,Applied Psychology
Cited by
1 articles.
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