Sentimental Social Roles and the Objects That Elicit Them: The Effect of Nostalgic Design on Consumers
Abstract or Description
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.
Association of Consumer Research Annual Conference (ACR)
El Paso, TX
Larson, Lindsay R.L., T. Andrew Poehlman.
"Sentimental Social Roles and the Objects That Elicit Them: The Effect of Nostalgic Design on Consumers."
Department of Marketing Faculty Presentations.