Naturally Designed for Masculinity vs. Femininity? Prenatal Testosterone Predicts Male Consumers' Choices of Gender-Imaged Products
Aspara, Jaakko, & Van Den Bergh, Bram, "Naturally Designed for Masculinity vs. Femininity? Prenatal Testosterone Predicts Male Consumers' Choices of Gender-Imaged Products", International Journal of Research in Marketing, Forthcoming
15 Pages Posted: 26 Sep 2013
Date Written: September 24, 2013
In this paper, we find that a proxy of prenatal testosterone exposure (i.e., digit ratio) is a significant predictor of preferences for products that differ in perceived masculinity vs. femininity. A more masculine (feminine) digit ratio predicts choice of products that have an increasingly masculine (feminine) image. This relationship is statistically significant for male consumers, but not for females.
Keywords: digit ratio, testosterone, gender image, masculinity, femininity, sex hormones, consumption choices, consumption preferences
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