Sex‐role self‐concept measures and marketing: A research note

Barbara B. Stern

92 citations0/0 files storedPsychology and Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Gender Roles and Identity Studies Media, Gender, and Advertising Consumer Behavior and Market Dynamics

Abstract

Abstract This paper reviews the sex‐role self‐concept measures developed before and after the 1970s used in marketing and consumer behavior research. The three most commonly used measures have been: CPI‐Fe in studies before 1971; PAQ between 1976–1978; BSRI from 1978‐present. Marketing studies have generally found that (1) biological sex is more influential than psychological sex traits, and (2) high masculinity is more influential than femininity traits. Socio‐economic changes during the 1970s, such as women's participation in the labor force and the shift from a manufacturing to a service economy, suggest future directions for gender research in the marketing areas of product, price, distribution, and promotion.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 92 citations exist upstream.

References

2025Advances in Consumer Research 1974The measurement of psychological androgyny.1982Self-Concept in Consumer Behavior: A Critical Review 1983Advances in Consumer Research 1977Breaking Free from Product Marketing 1975Ratings of self and peers on sex role attributes and their relation to self-esteem and conceptions of masculinity and femininity.1975Sex role adaptability: One consequence of psychological androgyny.1977On the utility of alternative procedures for assessing psychological androgyny.

Cited by

2020Women and Suicidal Behavior 1999Gender and Multicultural Issues in Advertising: Stages on the Research Highway 1987Sexual identity scale: A new self-assessment measure 1998Advertising Sex-Typed Services: The Effects of Sex, Service Type, and Employee Type on Consumer Attitudes 2019Do gender identities of femininity and masculinity affect the intention to buy ethical products?1999Reexamining Masculinity, Femininity,and Gender Identity Scales

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.