Will Using a Pink Product Make Males Become Risk Averse? The Effect of Taking a User’s Perspective on Self-Evaluation

• In Event: 2.13 Gender Differences in Consumption and Their Relations With Identity

Short Abstract

When male consumers use a product that is typically used by females, they might take the perspective of the typical users. In doing so, they perceive themselves to share common elements with females and subsequently behave like females (e.g. more risk aversive).

Authors

• Hao Shen, Chinese University of Hong Kong, China

• Suntong Qi, Chinese University of Hong Kong, China

• Jaideep Sengupta, Hong Kong University of Science and Technology, China