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

Jaakko Aspara and Bram Van Den Bergh

International Journal of Research in Marketing, 2014, vol. 31, issue 1, 117-121

Abstract: 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.

Keywords: Digit ratio; Testosterone; Gender image; Masculinity; Femininity; Sex hormones; Consumption choices; Consumption preferences (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:31:y:2014:i:1:p:117-121

DOI: 10.1016/j.ijresmar.2013.09.001

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