The purpose of this paper is to contribute to a better understanding of the role of the heterosexual orientation on men's product choices in different consumption contexts. The research provides empirical evidence for a bias - here called pink bias - that leads male consumers to avoid consumption of pink-colored products because of a gender-related prejudice. An experimental study investigated the interplay of the consumption context (private/public) and product type (utilitarian/hedonic), and used heterosexual orientation as moderator. The findings confirmed the existence of a pink bias, according to which men tend to avoid consumption of pink-colored products, especially in public circumstances. In male consumers who feel less heterosexual, this effect could be driven by the fear that consuming pink-colored products in public contexts would "expose" their sexual orientation and align them with femininity. Moreover, pink-colored products could find success among heterosexual males only when they are exclusively for private use.

The pink bias: Consumption choices of pink-colored products

Rizzo, C;
2022-01-01

Abstract

The purpose of this paper is to contribute to a better understanding of the role of the heterosexual orientation on men's product choices in different consumption contexts. The research provides empirical evidence for a bias - here called pink bias - that leads male consumers to avoid consumption of pink-colored products because of a gender-related prejudice. An experimental study investigated the interplay of the consumption context (private/public) and product type (utilitarian/hedonic), and used heterosexual orientation as moderator. The findings confirmed the existence of a pink bias, according to which men tend to avoid consumption of pink-colored products, especially in public circumstances. In male consumers who feel less heterosexual, this effect could be driven by the fear that consuming pink-colored products in public contexts would "expose" their sexual orientation and align them with femininity. Moreover, pink-colored products could find success among heterosexual males only when they are exclusively for private use.
2022
1
19
Pink-colored products; sexual orientation; consumption context; utilitarian products; hedonic products
Mileti, A; Piper, L; Rizzo, C; Guido, G; Peluso, AM; Prete, MI; Maggio, S
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2318/1886566
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