Abstract

VELANDIA-MORALES, ANDREA  and  RODRIGUEZ-BAILON, ROSA. Women's Stereotypes and Consumer Preferences. Univ. Psychol. [online]. 2011, vol.10, n.1, pp.47-59. ISSN 1657-9267.

According to The Ambivalent Sexism Theory (Glick y Fiske, 1996) there are distinct stereotypes of women that men express different attitudes. Among them, the housewife, sexi women and executive women are the clearest ones. One hundred people participated in the present study in order to test the relationship between the female stereotypes, their level of influence and prestige and the level of preference for a commercial product (described in female and male terms). The results showed that sexi women is more associated with the masculine description, whereas the executive women is more associated to the feminine product description, and in both cases the housewife is the least associated with the two different descriptions. It was also found that the influence and the women prestige mediated the relationship between the stereotypes and the preference shown for the product described in feminine terms.

Keywords : Social Psychology; Consumer Psychology; Ambivalent Sexism; Stereotypes; Influence; Prestige; Product Preference; Sex Stereotypes; Sexism; Psychological Aspects; Consumer Psychology.

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