Title

Sentimental Social Roles and the Objects That Elicit Them: The Effect of Nostalgic Design on Consumers

Document Type

Presentation

Publication Date

2013

Abstract

We examine social identity evoked from vintage product design and its effect on the idealization of gender-stereotypic behavior. Women report greater idealization of traditional behaviors in response to feminine vintage (as opposed to modern or masculine) design. Primed gender roles also lead women, to prefer gender-stereotypic vintage design products.

Sponsorship/Conference/Institution

Association of Consumer Research Annual Conference (ACR)

Location

El Paso, TX