Gender Identity and Gender Salience: A Dual-Path, Person-Situation Approach to Gender Effects in Consumer Research

Gould, Stephen J.
January 1996
Advances in Consumer Research;1996, Vol. 23 Issue 1, p478
Academic Journal
Although gender has a major impact on consumer behavior, the detection of its effects in consumer research may be limited by how it is conceived. To provide a fuller theoretical account of gender's impact, this paper examines it in symbolic interactionist terms involving two distinct, but interrelated paths: (1) a person-trait path keyed by gender identity that has been widely studied and (2) a relatively ignored, situational path in which gender becomes salient under certain conditions and which often involves within- person differences. A joint typological model in which both paths interact is also outlined. Finally, research implications are drawn for both paths.


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