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

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.     

Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture

This field study examined how customer-employee interactions are affected by the congruency between an employee's gender and the perceived gender image of the consumption context in one of the most gender equal cultures in the world (Scandinavia). Mystery shoppers had a service encounter with an employee across a set of physical commercial settings that were classified according to their gender image. The mystery shoppers noted the gender of the employee, provided employee evaluations, and indicated word-of-mouth (WOM) ratings. Shoppers who had a gender congruent service encounter (e.g., a female employee in a “feminine” consumption context) reported more favorable employee evaluations and WOM ratings than shoppers who had a gender incongruent service encounter (e.g., a female employee in a “masculine” consumption context), with the impact of gender congruency on WOM ratings mediated by employee evaluations, particularly with respect to competence inferences. These findings highlight the ethical dilemma of a positive gender congruency effect, as it can generate superior consumer responses but also risks resulting in gender occupational segregation.     

Doing femininity and respectability: social networks and social capital among female members of Dutch student organisations

This research explores the complexities that underlie the formation of women’s social networks at traditional social student organisations in the Netherlands, advancing theory on the intersectionality of gender and class in leisure space. Building on Pierre Bourdieu’s theory of social capital it investigates if these social networks are segregated, and to what extent their divisions depend on previously acquired economic, cultural and symbolic capital. It analyses the hierarchical structures and ‘ranking’ of women’s year clubs within student organisations, and examines how the enactment and achievement of femininity determines women’s ability to move through social space. Finally, it investigates the use of social capital for women’s career progression. Semi-structured interviews were held with 20 women who were current or former members of one of the most traditional Dutch student organisations, the corps. Their accounts were used to gather information about the meaning women gave to their membership, and shed light on the role of previously acquired capital in the formation of clubs. Our findings show that women’s previously acquired social capital allowed them easier access to corps’ space and advanced their ability to navigate it. The establishment and ranking of year clubs and their members demonstrate the power dynamics that operate within the corps and the way class underlines network formation. Femininity was deemed one of the important markers of respectability and the enactment and achievement of ‘proper’ femininity determined women’s recognition and position in corps space. Despite the hierarchies of placement in the corps, most women profit from the social capital they acquired during membership, and can use it in selective ways for career progression and acquisitions.     

中国与加拿大新一代管理者的文化差异实证研究

随着经济全球化的发展,中国成为了世界的投资热点,因此,中西方文化差异成为国外投资者非常关切的一个问题。在众多的研究中,Hofstede提出的文化四维度以及对各国的文化差异分析是被广为接受的研究成果。但是由于数据的不可比性,不能客观地反映中国和加拿大两国的文化差异。此外,中国经济环境的变化必然带来文化的不断发展和变化。因此,在新的经济环境下研究中西方文化差异具有现实意义。本文基于对中国和加拿大商务专业大学生的调查,采用Hofstede的文化四维度对比分析中、加新一代管理者的文化差异新趋势及其对企业管理的影响,从而为中西文化的了解提供借鉴。     

Destination gender: Scale development and cross-cultural validation

Destination gender traits have attracted considerable attention in the tourism marketing literature, inspired by the concept of branding. A scale to measure destination gender with a Chinese sample is first developed and validated in this study. Then, the scale is tested with a Western sample for comparison. Results show that destination gender is a second-order construct encompassing two first-order constructs (i.e., masculinity and femininity) and their sub-dimensions. Ultimately, a 25-item Destination Gender Scale (DGS) is assembled with four sub-dimensions of masculinity (i.e., dominance, vigor, courage, and competence) and four sub-dimensions of femininity (i.e., grace, softness, gorgeousness, and kindheartedness). Nomological validity results suggest that destination gender is positively related to individuals’ actual/ideal gender identity congruity and revisit intentions irrespective of their biological sex. This study contributes to the destination branding literature by considering destination image through a gender-based lens and presenting a reliable tool to assess destination gender. Destination managers can apply these findings to develop efficient marketing tactics around salient destination gender traits.