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Androgynie, Konsumentengeschlecht und Kulturunterschiede

In: Brand Gender als Markenpersönlichkeit

Author

Listed:
  • Theo Lieven

    (Universität St. Gallen)

Abstract

Zusammenfassung Die Literatur zur Gender-Schema-Theorie hat zahlreiche Beweise dafür geliefert, dass Androgynie (das heißt, sowohl feminine als auch masculine Eigenschaften zu besitzen) eine Reihe positiver Effekte erzeugt, wie z. B. eine optimale Anpassungsfähigkeit sowohl im unpersönlichen als auch im zwischenmenschlichen Bereich. Androgynie bezieht sich zum Beispiel auf die Kombination weiblicher Eigenschaften, wie Ausdrucksstärke und Mitgefühl, und männlicher Eigenschaften, wie Instrumentalisierung und Durchsetzungsvermögen (Bem 1974). Diese Literatur hat bestätigt, dass stark androgyne Personen als attraktiver und erfolgreicher angesehen werden (Jackson 1983).

Suggested Citation

  • Theo Lieven, 2023. "Androgynie, Konsumentengeschlecht und Kulturunterschiede," Springer Books, in: Brand Gender als Markenpersönlichkeit, chapter 0, pages 67-90, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-33126-8_4
    DOI: 10.1007/978-3-031-33126-8_4
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