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

See all articles by Jaakko Aspara

Jaakko Aspara

Hanken School of Economics; Aalto University School of Business (formerly known as Helsinki School of Economics)

Bram Van Den Bergh

Erasmus University Rotterdam (EUR) - Department of Marketing Management

Date Written: September 24, 2013

Abstract

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

Suggested Citation

Aspara, Jaakko and Van Den Bergh, Bram, Naturally Designed for Masculinity vs. Femininity? Prenatal Testosterone Predicts Male Consumers' Choices of Gender-Imaged Products (September 24, 2013). 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. Available at SSRN: https://ssrn.com/abstract=2330770

Jaakko Aspara (Contact Author)

Hanken School of Economics ( email )

P.O. Box 479
Helsinki, Helsinki 00101
Finland

Aalto University School of Business (formerly known as Helsinki School of Economics) ( email )

P.O. Box 21230
Helsinki, 00076
Finland

Bram Van Den Bergh

Erasmus University Rotterdam (EUR) - Department of Marketing Management ( email )

3000 DR Rotterdam
Netherlands
+31 10 408 1968 (Phone)

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