Gender Identity Salience and Perceived Vulnerability to Breast Cancer

29 Pages Posted: 3 Nov 2008

See all articles by Steven Sweldens

Steven Sweldens

INSEAD - Marketing

S. Puntoni

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)

Nader T. T. Tavassoli

London Business School - Department of Marketing

Date Written: 20 2008, 10

Abstract

Contrary to predictions based on cognitive accessibility, heightened gender identity salience resulted in lower perceived vulnerability and reduced donation behavior to identity-specific risks (e.g., breast cancer). No such effect was manifest with identity-neutral risks. Establishing the importance of self-identity, perceived breast cancer vulnerability was lower when women were primed with their own gender, but not with the general category of gender. Establishing the involvement of unconscious defense mechanisms, fear appraisal prior to the risk rating task eliminated the effect of a gender identity prime on perceived breast cancer vulnerability. The findings have direct implications for health communication and donation campaigns.

Keywords: gender identity salience, breast cancer vulnerability, awareness campaigns

JEL Classification: C44, M31, M, M37, D8

Suggested Citation

Sweldens, Steven and Puntoni, Stefano and Tavassoli, Nader T. T., Gender Identity Salience and Perceived Vulnerability to Breast Cancer (20 2008, 10). ERIM Report Series Reference No. ERS-2008-063-MKT. Available at SSRN: https://ssrn.com/abstract=1290932

Steven Sweldens (Contact Author)

INSEAD - Marketing ( email )

Boulevard de Constance
Fontainebleau, 77305
France

Stefano Puntoni

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Nader T. T. Tavassoli

London Business School - Department of Marketing ( email )

Sussex Place
Regent's Park
London, NW1 4SA
United Kingdom

Register to save articles to
your library

Register

Paper statistics

Downloads
98
Abstract Views
919
rank
272,951
PlumX Metrics