Date

2020

Major

Psychology (B.S.)

Document Type and Release Option

Thesis (open access)

Faculty Mentor

Dr. Daniel Webster

Abstract

Based on gender role congruence theory, this research sought to understand how consumer perceptions differ for masculinized and feminized products when they are presented by the opposing gender. Additionally, our research sought to understand what role—if any—political affiliation played in the consumer’s perception of the products presented. The results of this study were inconclusive due to a data collection error, however, the study itself serves as a good framework for answering the question of interest and should be rerun to draw meaningful conclusions.

Thesis Summary

The purpose of this research is to determine how consumers react when heavily gendered products are advertised by the opposite gender. Additionally, this research will seek to understand if consumer biases to opposite gendered advertisements are positively correlated with aspects of an individual’s political affiliation.

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