Product gender labeling: management decisions and consumer perceptions
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| 1. Verfasser: | |
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
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Mannheim
2016
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| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 129 Seiten Illustrationen, Diagramme |
Internformat
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| 100 | 1 | |a Ludwig, Susanne |d 1987- |e Verfasser |0 (DE-588)1110974221 |4 aut | |
| 245 | 1 | 0 | |a Product gender labeling |b management decisions and consumer perceptions |c von Susanne Ludwig M. Sc. |
| 264 | 1 | |a Mannheim |c 2016 | |
| 300 | |a XI, 129 Seiten |b Illustrationen, Diagramme | ||
| 336 | |b txt |2 rdacontent | ||
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| 502 | |b Dissertation |c Universität Mannheim |d 2016 | ||
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Datensatz im Suchindex
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|---|---|
| adam_text | PRODUCT GENDER LABELING -
MANAGEMENT DECISIONS AND CONSUMER PERCEPTIONS
INAUGURALDISSERTATION
ZUR ERLANGUNG DES AKADEMISCHEN GRADES
EINES DOKTORS DER WIRTSCHAFTSWISSENSCHAFTEN
DER UNIVERSITAET MANNHEIM
VORGELEGT AN DER
FAKULTAET FUER BETRIEBSWIRTSCHAFTSLEHRE
DER UNIVERSITAET MANNHEIM
VON
SUSANNE LUDWIG, M. SC.
AM 11. APRIL 2016
TABLE OF CONTENTS
TABLE OF
CONTENTS........................................................................................................
ILL
LIST OF
FIGURES...............................................................................................................
IX
LIST OF
TABLES................................................................................................................
XI
1 INTRODUCTION TO THE TOPIC
........................................................................................
1
1.1 RELEVANCE OF PRODUCT GENDER LABELING
............................................................
1
1.2 GOALS AND STRUCTURE OF THE
THESIS.....................................................................
3
2 CONCEPTUAL
FRAMEWORK..........................................................................................
9
2.1 DEFINITION AND DEMARCATION OF RELEVANT
CONCEPTS..........................................9
2.1.1 THE DIFFERENCE BETWEEN SEX AND
GENDER..............................................9
2.1.2 FROM A ONE-DIMENSIONAL TO A MULTI-DIMENSIONAL CONCEPTUALIZATION
OF
GENDER........................................................................................
10
2.1.2.1 GENDER IDENTITY
.....................................................................
12
2.1.2.2 GENDER ROLE ATTITUDES
..........................................................
13
2.1.3 PRODUCT GENDER LABELING
.....................................................................
14
2.2 THEORETICAL BACKGROUND
.................................................................................
15
2.2.1 CONGRUITY THEORY
................................................................................
15
2.2.2 GENDER SCHEMA THEORY
.......................................................................
16
2.2.3 SOCIAL ROLE THEORY
..............................................................................
18
2.3 LITERATURE REVIEW ON PRODUCT GENDER LABELS AND DEDUCTION OF RESEARCH
QUESTIONS.........................................................................................................20
2.3.1 PRODUCT GENDER
PERCEPTIONS................................................................20
2.3.2 THE INFLUENCE OF GENDER IDENTITY ON PRODUCT GENDER PERCEPTIONS....
25
2.3.3 THE INFLUENCE OF GENDER ROLE ATTITUDES ON PRODUCT GENDER
PERCEPTIONS...........................................................................................
29
2.3.4 CRITICAL REVIEW ON PRODUCT GENDER LABEL PERCEPTIONS
......................
35
3 STUDY 1: GENDER IDENTITY EFFECTS IN CONSUMER RESPONSE TO
GENDER-LABELED
PRODUCTS..................................................................................................................
39
3.1
INTRODUCTION.....................................................................................................39
3.2 THEORETICAL BACKGROUND
.......................................................
41
3.2.1 GENDERING OF
PRODUCTS.........................................................................
41
3.2.2 THE CONCEPT OF GENDER
IDENTITY.......................................................... 42
3.2.3 GENDER LABELING PREFERENCE OF SCHEMATIC CONSUMERS
......................
43
3.2.3.1 THE MEDIATING ROLE OF GENDER CONGRUITY
...........................
43
3.2.3.2 THE MEDIATING ROLE OF PERCEIVED FUNCTIONALITY
..................
44
3.2.4 GENDER LABELING PREFERENCE OF ASCHEMATIC CONSUMERS
.....................
45
3.2.4.1 THE MEDIATING ROLE OF GENDER CONGRUITY
...........................
45
3.2.4.2 THE MEDIATING ROLE OF PERCEIVED FUNCTIONALITY
..................
45
3.3 EXPERIMENT 1 - THE MODERATING ROLE OF GENDER IDENTITY ON THE EFFECT
OF
PRODUCT LABELING ON PURCHASE
INTENTION.........................................................47
3.3.1 METHODOLOGY
........................................................................................
47
3.3.1.1 EXPERIMENTAL
DESIGN.............................................................47
3.3.1.2 STIMULI
DEVELOPMENT.............................................................
47
3.3.1.3 STIMULI PRETESTING
.
.................................................................48
3.3.1.4
PROCEDURE..................................................................
51
3.3.1.5 MEASURES
...................
52
3.3.3 RESULTS OF EMPIRICAL
TESTING...............................................................
57
3.3.3.1 SAMPLE DESCRIPTION AND PRELIMINARY ANALYSIS
.....................
57
3.3.3.2 MODERATION ANALYSIS USING
ANCOVA.................................57
3.3.3.3 ADDITIONAL ANALYSIS
...............................................................
59
3.3.4 DISCUSSION OF RESULTS FROM EXPERIMENT 1
...................................
60
3.4 EXPERIMENT 2 - THE MEDIATING ROLE OF GENDER CONGRUITY AND PERCEIVED
FUNCTIONALITY....................................................................................................61
3.4.1
METHODOLOGY........................................................................................
61
3.4.1.1 EXPERIMENTAL DESIGN AND
PROCEDURE...................................61
3.4.2 RESULTS OF EMPIRICAL TESTING
..............................................................
62
3.4.2.1 SAMPLE DESCRIPTION
.............................................................
62
3.4.2.2 REPLICATING MODERATION ANALYSIS (ANCOVA)
...................
64
3.4.2.3 MEDIATED MODERATION ANALYSIS FOLLOWING BOOTSTRAPPING
PROCEDURES............................................................................
65
3.4.2.4 ADDITIONAL ANALYSIS
.............................................................
68
3.4.3 DISCUSSION OF RESULTS FROM EXPERIMENT 2
..........................................68
3.5 DISCUSSION OF STUDY
1......................................................................................69
3.5.1 IMPLICATIONS FOR
RESEARCHERS...............................................................69
3.5.2 IMPLICATIONS FOR
PRACTITIONERS......................................
.......................
71
3.5.3 LIMITATIONS AND FUTURE
RESEARCH.........................................................72
4 STUDY 2: WHEN GENDER LABELING BACKFIRES: HOW GENDER ROLE ATTITUDES
SHAPE THE EVALUATION OF PRODUCT
STEREOTYPING................................................. 74
4.1
INTRODUCTION.....................................................................................................74
4.2 THEORETICAL
BACKGROUND.................................................................................
76
4.2.1 PRODUCT GENDER
LABELS........................................................................
76
4.2.2 GENDER ROLES AND CONSUMER
BEHAVIOR..............................................77
4.2.3 CONFIRMING GENDER ROLE
EXPECTATIONS................................................78
4.2.4 EMPIRICAL
OVERVIEW.............................................................................
79
4.3 EXPERIMENT 1 - DO MANAGERS PREFER GENDER
LABELING?................................80
4.3.1 METHODOLOGY
.
........................................................................................80
4.3.1.1 EXPERIMENTAL
DESIGN............................................................ 80
4.3.1.2 STIMULUS DEVELOPMENT
.........................................................
80
4.3.1.3 STIMULUS PRETESTING
...............................................................
81
4.3.1.4 PROCEDURE AND MEASURES
.......................................................
81
4.3.2 RESULTS OF EMPIRICAL TESTING
......................................................
82
4.3.3 DISCUSSION OF RESULTS FROM EXPERIMENT 1
...........................................82
4.4 EXPERIMENT 2 - DOES GENDER LABELING STIMULATE CONSUMER PURCHASES?
.....
83
4.4.1
METHODOLOGY.......................................................................................
83
4.4.1.1 EXPERIMENTAL DESIGN
...........................................................
83
4.4.1.2 STIMULI DEVELOPMENT
...........................................................
84
4.4.1.3 STIMULI PRETESTING
................................................................
86
4.4.1.4 PROCEDURE AND MEASURES
......................................................
86
4.4.2 RESULTS OF EMPIRICAL TESTING
...............................................................
88
4.4.3 DISCUSSION OF RESULTS FROM EXPERIMENT 2
...........................................88
4.5 EXPERIMENT 3 - DO GENDER ROLE ATTITUDES IMPACT GENDER LABELING
EFFECTIVENESS?.........................................
......................................................
89
4.5.1
METHODOLOGY.........................................................................................89
4.5.1.1 EXPERIMENTAL DESIGN
...........................................................
89
4.5.1.2 PROCEDURE AND MEASURES
......................................................
89
4.5.2 RESULTS OF EMPIRICAL
TESTING...............................................................
90
4.5.3 DISCUSSION OF RESULTS FROM EXPERIMENT 3
...........................................95
4.6 EXPERIMENT 4 - HOW DO GENDER ROLE ATTITUDES IMPACT PRODUCT
STEREOTYPING
EVALUATIONS EVOKED BY GENDER
LABELING?.....................................................95
4.6.1
METHODOLOGY........................................................................................95
4.6.1.1 EXPERIMENTAL DESIGN.............................................
95
4.6.1.2 PROCEDURE AND MEASURES
......................................................
95
4.6.2 RESULTS OF EMPIRICAL
TESTING...............................................................
97
4.6.3 DISCUSSION OF RESULTS FROM EXPERIMENT 4
...........................................99
4.7 DISCUSSION OF STUDY 2
....................................................................................100
4.7.1 IMPLICATIONS FOR
RESEARCHERS.............................................................100
4.7.2 IMPLICATIONS FOR PRACTITIONERS
............................................................
101
4.7.3 LIMITATIONS AND FUTURE RESEARCH
...........................................
102
5 GENERAL
CONCLUSION..............................................................................................
105
REFERENCES................................................................................
112
|
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| spelling | Ludwig, Susanne 1987- Verfasser (DE-588)1110974221 aut Product gender labeling management decisions and consumer perceptions von Susanne Ludwig M. Sc. Mannheim 2016 XI, 129 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Dissertation Universität Mannheim 2016 Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Produktpolitik (DE-588)4134655-5 gnd rswk-swf Geschlechterrolle (DE-588)4071776-8 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Produktpolitik (DE-588)4134655-5 s Geschlechterrolle (DE-588)4071776-8 s Verbraucherverhalten (DE-588)4062644-1 s DNB DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029155943&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ludwig, Susanne 1987- Product gender labeling management decisions and consumer perceptions Verbraucherverhalten (DE-588)4062644-1 gnd Produktpolitik (DE-588)4134655-5 gnd Geschlechterrolle (DE-588)4071776-8 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4134655-5 (DE-588)4071776-8 (DE-588)4113937-9 |
| title | Product gender labeling management decisions and consumer perceptions |
| title_auth | Product gender labeling management decisions and consumer perceptions |
| title_exact_search | Product gender labeling management decisions and consumer perceptions |
| title_full | Product gender labeling management decisions and consumer perceptions von Susanne Ludwig M. Sc. |
| title_fullStr | Product gender labeling management decisions and consumer perceptions von Susanne Ludwig M. Sc. |
| title_full_unstemmed | Product gender labeling management decisions and consumer perceptions von Susanne Ludwig M. Sc. |
| title_short | Product gender labeling |
| title_sort | product gender labeling management decisions and consumer perceptions |
| title_sub | management decisions and consumer perceptions |
| topic | Verbraucherverhalten (DE-588)4062644-1 gnd Produktpolitik (DE-588)4134655-5 gnd Geschlechterrolle (DE-588)4071776-8 gnd |
| topic_facet | Verbraucherverhalten Produktpolitik Geschlechterrolle Hochschulschrift |
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