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- W4313332617 abstract "The purpose of this paper is to contribute to a better understanding of the role of the heterosexual orientation on men’s product choices in different consumption contexts. The research provides empirical evidence for a bias – here called pink bias – that leads male consumers to avoid consumption of pink-colored products because of a gender-related prejudice. An experimental study investigated the interplay of the consumption context (private/public) and product type (utilitarian/hedonic), and used heterosexual orientation as moderator. The findings confirmed the existence of a pink bias, according to which men tend to avoid consumption of pink-colored products, especially in public circumstances. In male consumers who feel less heterosexual, this effect could be driven by the fear that consuming pink-colored products in public contexts would “expose” their sexual orientation and align them with femininity. Moreover, pink-colored products could find success among heterosexual males only when they are exclusively for private use." @default.
- W4313332617 created "2023-01-06" @default.
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- W4313332617 date "2022-12-29" @default.
- W4313332617 modified "2023-09-28" @default.
- W4313332617 title "The pink bias: Consumption choices of pink-colored products" @default.
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- W4313332617 doi "https://doi.org/10.1080/20932685.2022.2152072" @default.
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