Investigating Gender-Schema Congruity Effects on Consumers’ Evaluation of Anthropomorphized Products

2014 ◽  
Vol 31 (4) ◽  
pp. 264-277 ◽  
Author(s):  
Ellis A. van den Hende ◽  
Ruth Mugge
Keyword(s):  
Gender Schema ◽  
Schema Congruity

Macho Nachos

2015 ◽  
Vol 46 (4) ◽  
pp. 182-196 ◽  
Author(s):  
Luke (Lei) Zhu ◽  
Victoria L. Brescoll ◽  
George E. Newman ◽  
Eric Luis Uhlmann
Keyword(s):  
Gender Stereotypes ◽  
Food Packaging ◽  
Food Preferences ◽  
Healthy Food ◽  
Psychological Reactance ◽  
Unhealthy Food ◽  
Healthy Foods ◽  
Gender Schema ◽  
Male And Female ◽  
Schema Congruity

Abstract. The present studies examine how culturally held stereotypes about gender (that women eat more healthfully than men) implicitly influence food preferences. In Study 1, priming masculinity led both male and female participants to prefer unhealthy foods, while priming femininity led both male and female participants to prefer healthy foods. Study 2 extended these effects to gendered food packaging. When the packaging and healthiness of the food were gender schema congruent (i.e., feminine packaging for a healthy food, masculine packaging for an unhealthy food) both male and female participants rated the product as more attractive, said that they would be more likely to purchase it, and even rated it as tasting better compared to when the product was stereotype incongruent. In Study 3, packaging that explicitly appealed to gender stereotypes (“The muffin for real men”) reversed the schema congruity effect, but only among participants who scored high in psychological reactance.

Gender Schema-Driven Recognition and Attractiveness of Characters in TV News Stories

1999 ◽  
Author(s):  
Jeffrey A. Gibbons ◽  
Rodney J. Vogl ◽  
Thomas Grimes ◽  
Charles P. Thompson
Keyword(s):  
Gender Schema ◽  
News Stories ◽  
Tv News

GENDER AS SCHEMATIC CATEGORY: A ROLE CONSTRUCT APPROACH

1996 ◽  
Vol 24 (1) ◽  
pp. 53-73 ◽  
Author(s):  
Linda J. Skitka ◽  
Christina Maslach
Keyword(s):  
Individual Differences ◽  
Gender Role ◽  
Social Perception ◽  
Schema Theory ◽  
Gender Schema ◽  
Natural Categories ◽  
Three Samples ◽  
Agency And Communion ◽  
Self Schema ◽  
Related Trait

This study was designed to examine the hands of unprimed constructs people use in an openended social perception task (Kelly Rep Test, Kelly, 1955). Three samples of subjects used their own natural categories or person schemes in judgments of familiar others. Results indicated that whereas the most prevalently used constructs with familiar others are best described as idiosyncratic, gender related trait sets of Agency and Communion were used widely by most subjects, with some individual differences associated with gender role. Masculine and Feminine subjects used constructs consistent with their own gender role (Agency and Communion, respectively) more than gender role inconsistent constructs (Communion and Agency, respectively), or constructs unrelated to gender Androgynous subjects were equally likely to use Agentic and Communal categories when describing others, and used gender-related categories overall more than Undifferential subjects. Results are discussed in relationship to gender schema and self-schema theory predictions.

A “Burlesque Queen in Bobby Socks”: Domesticity, Criminality, and Suspense in Charles Williams’s Noir Fiction

2021 ◽  
Author(s):  
Maysaa Husam Jaber
Keyword(s):  
Twentieth Century ◽  
Gender Roles ◽  
Gender Schema ◽  
The Us ◽  
The 1950S ◽  
Post War ◽  
Noir Fiction ◽  
The Way

This article proposes that Charles Williams’s mid-twentieth-century noir fiction reshapes post-war representations of gender roles and paves the way for various renditions and developments of noir. Williams’s works are narratives of transgression meeting domesticity, crime meeting docility, and cunning meeting conformity; they portray a deadly recipe that comprises different, even conflicting ingredients of a fusion between domesticity, crime, and suspense. By examining the recurring figure of the criminal housewife in his work, especially Hell Hath No Fury (1953), this article argues that Williams brings forth a complex and subversive gender schema to trouble both the creed of domesticity popular in the 1950s and the stereotyping of the lethal seductress prevalent in noir fiction. By so doing, Williams’s noir not only brings the transgression of women to the fore but also displays a compelling picture of post-war gender roles in the US under McCarthyism.

STEM Career Interest at the Intersection of Attitude, Gender, Religion, and Urban Education

2019 ◽  
pp. 25-67
Author(s):  
Philip R. Alsup
Keyword(s):  
Creative Thinking ◽  
Schema Theory ◽  
Gender Schema ◽  
Career Expectations ◽  
Intersectionality Theory ◽  
Large Sector ◽  
Gender Schema Theory ◽  
And Mathematics ◽  
Career Options

Inspiring learners toward career options available in STEM fields (science, technology, engineering, and mathematics) is important not only for economic development but also for maintaining creative thinking and innovation. Limited amounts of research in STEM education have focused on the population of students enrolled in religious and parochial schools in urban settings; yet given the historic conflict between religion and science, this large sector of American education is worthy of examination. This chapter incorporates Gottfredson's Theory of Circumscription and Compromise as it relates to occupational aspirations, Bem's Gender Schema Theory to explain the role of gender in career expectations, and Crenshaw's Intersectionality Theory as it pertains to religion and urban location as group identifiers. Practical interventions for encouraging young students to consider STEM careers are discussed.

All Is Right with the World

2015 ◽  
Vol 6 (4) ◽  
pp. 78-94
Author(s):  
Sharath Sasidharan
Keyword(s):  
Cognitive Dissonance ◽  
Important Determinant ◽  
Belief Systems ◽  
Consumer Trust ◽  
Website Design ◽  
Design Elements ◽  
Schema Congruity ◽  
Business To Consumer ◽  
The Impact ◽  
Selection Of

Business-to-Consumer e-commerce vendors view consumer trust as an important determinant of purchasing intent. Based on the cognitive dissonance and schema-congruity theories, this paper examines the impact of schema-congruity between the website design elements of color and typography with the product context in impacting trust. Websites perceived as compatible with subconsciously internalized belief systems and hence deemed schema-congruent by consumers are expected to engender higher levels of trust. A controlled experimental study involving 128 participants spanning eight different schema-congruency conditions was conducted. Results indicated that completely schema-congruent websites engendered higher levels of trust. Partially schema-congruent and schema-incongruent websites registered significantly lower levels of trust due to cognitive dissonance arising out of their incompatibility with consumer belief systems. The judicious selection of color and typography perceived as schema-congruent with the product context can serve to enhance consumer trust in e-commerce websites.

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