Naturally designed for masculinity vs. femininity? Prenatal testosterone predicts male consumers' choices of gender-imaged products

• Autores: Jaakko Aspara, Bram Van den Bergh
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 31, Nº 1, 2014, págs. 117-121
• Idioma: inglés
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• Dialnet Métricas: 1 Cita
• Resumen

  • In this paper, we find that a proxy of prenatal testosterone exposure (i.e., digit ratio) is a significant predictor of preferences for products that differ in perceived masculinity vs. femininity. A more masculine (feminine) digit ratio predicts choice of products that have an increasingly masculine (feminine) image. This relationship is statistically significant for male consumers, but not for females.