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Naturally designed for masculinity vs. femininity? Prenatal testosterone predicts male consumers' choices of gender-imaged products

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  • Aspara, Jaakko
  • Van Den Bergh, Bram

Abstract

In this paper, we find that a proxy of prenatal testosterone exposure (i.e., digit ratio) is a significant predictor of preferences for products that differ in perceived masculinity vs. femininity. A more masculine (feminine) digit ratio predicts choice of products that have an increasingly masculine (feminine) image. This relationship is statistically significant for male consumers, but not for females.

Suggested Citation

  • Aspara, Jaakko & Van Den Bergh, Bram, 2014. "Naturally designed for masculinity vs. femininity? Prenatal testosterone predicts male consumers' choices of gender-imaged products," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 117-121.
    • Handle: RePEc:eee:ijrema:v:31:y:2014:i:1:p:117-121
    DOI: 10.1016/j.ijresmar.2013.09.001
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    References listed on IDEAS

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    1. Itamar Simonson & Aner Sela, 2011. "On the Heritability of Consumer Decision Making: An Exploratory Approach for Studying Genetic Effects on Judgment and Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 951-966.
    2. Kristina M. Durante & Vladas Griskevicius & Sarah E. Hill & Carin Perilloux & Norman P. Li, 2011. "Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 921-934.
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    Cited by:

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    3. Hand, Chris, 2020. "Biology and being green: The effect of prenatal testosterone exposure on pro-environmental consumption behaviour," Journal of Business Research, Elsevier, vol. 120(C), pages 619-626.
    4. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
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    6. Nickel, Kristina & Orth, Ulrich R. & Kumar, Minu, 2020. "Designing for the genders: The role of visual harmony," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 697-713.
    7. Borau, Sylvie & Bonnefon, Jean-François, 2020. "Gendered products act as the extended phenotype of human sexual dimorphism: They increase physical attractiveness and desirability," Journal of Business Research, Elsevier, vol. 120(C), pages 498-508.

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