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Gender schema and fashion consciousness
Author(s) -
Gould Stephen J.,
Stern Barbara B.
Publication year - 1989
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220060205
Subject(s) - consciousness , schema (genetic algorithms) , psychology , gender schema theory , social psychology , gender psychology , gender role , gender identity , machine learning , neuroscience , computer science
Psychologists, consumer researchers, and marketers have long measured psychological traits related to gender, especially gender schema. This study assesses various psychological gender measures, including a new one, gender consciousness, in relation to a marketing variable of interest, fashion consciousness. Results indicate that biological sex is predominant when assessing the two sexes together. However, other variables emerge as important when within‐sex differences are assessed: public self‐consciousness for females and private gender consciousness (a new measure) for males. Marketing implications are discussed, primarily on the basis of these within‐sex differences, since fashion marketers usually target separately one or the other sex in their campaigns.