Masculinity and Femininity Factors in Product Perception and Self Image.

  • Gentry J
  • Doering M
  • O'Brien T
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Abstract

Sex roles are changing in the United States and it has been hypothesized that such changes will be evidenced in new patterns of consumer behavior. This study investigates self image regarding masculinity and femininity, sex identifications of representative products and life style elements, and usage rates of products.

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Authors

  • James W. Gentry

  • Mildred Doering

  • Terrence V. O'Brien

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