Bouleverser les codes dans les catalogues de jouets: réactions des enfants et légitimité de la démarche

Pascale Ezan () and Isabelle Ulrich
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Isabelle Ulrich: Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School

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Abstract: Revolutionizing gender norms in toy catalogues: children's reactions and legitimacy of the approach This article raises the issue of the legitimacy of Système U's initiative for children, which has consisted, since 2012, in inserting in its toy catalog images that revolutionize gender norms. The main results of our empirical study outline that these images are rarely noticed by children flipping through the support, but strongly rejected by younger children between 5-7 years, coinciding with the rigidity peak of gender constancy attainment. Alter- native recommendations to modify this approach are then discussed, aiming at limiting gender stereotypes with toy catalogs while taking into account child development.

Keywords: children; toy catalogs; gender; gender constancy; gender roles.; enfant; catalogue de jouets; genre; constance de genre; rôles de sexe. (search for similar items in EconPapers)
Date: 2016-06-24
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Published in Décisions Marketing, 2016, 82, pp.53-72. ⟨10.7193/DM.082.53.72⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02309450

DOI: 10.7193/DM.082.53.72

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