Real Men Don’t Buy “Mrs. Clean”: Gender Bias in Gendered Brands

Nathalie Spielmann, Susan Dobscha and Tina M. Lowrey

Journal of the Association for Consumer Research, 2021, vol. 6, issue 2, 211 - 222

Abstract: Our article examines how products are valued differently depending on if the product has a male or female brand representation and if the consumer is male or female. This research extends previous research that categorizes brands as “gendered” (masculine vs. feminine) using stereotypical gender representations (“soft” vs. “hard”) by showing that male and female brand names are evaluated with a bias that favors male brands. Across five studies (online, field), using a mixed-method approach (implicit association test [IAT], experiments, sales data), we examine gender-neutral product categories (champagne, chips, tea, board games) that have male or female brand representations. We find that men devalue brands with female names, whereas women made no such distinctions, which we explain is due to gender bias created by the “precarious manhood” principle. This bias by men can be overcome using agentic brand descriptions. This research has implications for brand management, marketing communications, and public policy.

Date: 2021
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