An Empirical Investigation of Gender Identity on Consumers’ Product and Brand Perceptions

Abstract

It has been recognized by public press that new gender identity, which is based on individual’s gender psychological traits, social gender roles, and gender orientations, has a dramatic impact on individual’s perceptions and behaviors related to consumption. Yet, the influence of new gender identity has long been oversimplified in marketing literature that addresses gender as s sole biological descriptor. As a result, the marketing literature has limited abilities to predict gender-related consumer behaviors.