Consumers’ gender identity, product gender, and brand gender

Bianca Grohmann

Chapter 20 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 286-300 from Edward Elgar Publishing

Abstract: This chapter presents an overview of the consumer psychology literature on gender identity, product gender, and brand gender. Following a discussion of definitions and conceptualizations of gender identity, product gender, and brand gender, the chapter outlines the role of product and brand gender in consumers’ expression of gender identity. It presents a synthesis of findings regarding the antecedents and consequences of product and brand gender and summarizes current knowledge of psychological mechanisms and boundary conditions. Overall, the literature presents solid evidence for effects of consumers’ gender identity, product gender, and brand gender on product and brand preferences, evaluation, and choice. This chapter concludes with a discussion of emerging topics on gender identity in the consumer psychology literature, including non-binary gender identity conceptualizations, gender fluidity, and cross-gender brand extensions.

Keywords: Gender identity; Product gender; Brand gender; Masculinity; Femininity (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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