The Best of Both Worlds: Androgyny in Consumer Choice

摘要

From Porsche to Volvo, from muscle cars to minivans, the marketplace is awash with single-gendered brands and prod-ucts. These efforts are not unfounded. Research shows that consumers use their choices to signal and reinforce their sex-role identities, thus creating congruency between consumer gender and choice gender association results in positive responses (Founder 1998; Grohmann 2009). However, is it always the best practice to associate a brand or a product with a single gender?