Sex Typing and Consumer Behavior: A Test of Gender Schema Theory
Sex Typing and Consumer Behavior: A Test of Gender Schema Theory
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DOI：
10.1086/209151
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发表时间：
1988-06
影响因子：
7.2
通讯作者：
Bernd H. Schmitt;Laurette Dubé-Rioux
中科院分区：
文献类型：
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作者：
Bernd H. Schmitt;Laurette Dubé-Rioux
以广告、包装和消费者选择为背景，通过三个实验验证了性别图式理论的预测，即性别图式（性别类型）个体和性别无图式（非性别类型）个体在处理和评价与性别相关信息的方式上存在差异。结果表明，强烈的性别效应，但没有得到预测的性别类型的影响。
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.