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• W2760952475 abstract "This chapter examines the roles of product shape, form, color, and material in forming perceptions of product gender. Based on insights from evolutionary psychology, it is assumed that products with slim proportions, round shapes, or curvy lines will increase perceptions of femininity, while products with bulky proportions, angular shapes, or straight lines will increase perceptions of masculinity. Regarding color, products with lighter tones, more colors, or shiny reflectiveness are expected to increase perceptions of femininity, while products with darker tones, fewer colors, or dim reflectiveness will increase perceptions of masculinity. Regarding material, products that appear to have a smooth texture or a soft surface or to be lightweight are expected to be perceived as more feminine, while products that appear to have a rough texture, a hard surface, or a heavy weight are expected to be perceived as more masculine. Furthermore, products that are more strongly gendered (i.e., more masculine or more feminine) are expected to elicit more positive affective attitudes and higher aesthetic value, to be perceived as more functional, and to receive higher purchase intent ratings than those that are less gendered. In particular, the characteristics of affective attitude, aesthetic value, and functionality fully mediate the positive relationship between more strongly gendered products and higher purchase intent. The assumption of the superiority of androgynous products—that is, those that simultaneously exhibit strong masculinity and strong femininity—can also be supported for products." @default.
• W2760952475 created "2017-10-20" @default.
• W2760952475 creator A5086036983 @default.
• W2760952475 date "2017-10-07" @default.
• W2760952475 modified "2023-09-23" @default.
• W2760952475 title "Product Gender and Product Evaluation" @default.
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• W2760952475 doi "https://doi.org/10.1007/978-3-319-60219-6_8" @default.
• W2760952475 hasPublicationYear "2017" @default.
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