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Gendered products act as the extended phenotype of human sexual dimorphism: They increase physical attractiveness and desirability

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  • Borau, Sylvie
  • Bonnefon, Jean-François

Abstract

Gendered marketing is a pervasive trend, despite the public controversies it generates. Most of research so far has focused on the socialization-based perspectives of gendered marketing to explain this phenomenon. In this research, we ask the following instrumental question: which benefits can men and women derive from owning gender-typical variants of consumer goods? We propose that gender-typical products can act as the extended phenotype of human sexual dimorphism, broadcasting a cultural equivalent to the signals issued by biological, secondary sexual characteristics. Based on evidence showing that secondary sexual characteristics increase attractiveness and desirability, we predict that gender-typical products increase the attractiveness and desirability of their owners by acting as supernormal stimuli of sexual dimorphism. An internal meta-analysis across three studies confirms that consumers who own gender-typical products are mentally pictured as more physically attractive. We also find that owners of gender-typical products can be perceived as sexier, and more desirable partners.

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  • 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.
    • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:498-508
    DOI: 10.1016/j.jbusres.2019.03.007
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    1. Otterbring, Tobias & Bhatnagar, Roopali & Samuelsson, Peter & Borau, Sylvie, 2021. "Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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