Dissertation
Pink Tasks: Why Feminist Women Value Gendered Products More Than Non-Feminist Women
Washington State University
Doctor of Philosophy (PhD), Washington State University
01/2021
DOI:
https://doi.org/10.7273/000003132
Handle:
https://hdl.handle.net/2376/121236
Abstract
Consumers of different genders often have different consumption habits, especially pertaining to routine, daily practices. Anecdotal evidence as well as scholarly research suggests that feminists may experience conflicting pressures surrounding consumption practices that are associated with a feminine identity—such as applying make-up, shaving one’ legs, keeping manicured fingernails, and styling their hair. In this dissertation, I introduce the feminine mandate (FeM) and define it as the set of unwritten standards of appearance that demand routine consumption practices and purchases one must meet in order to produce the appearance of feminine identity. I investigate how the consumption experiences surrounding these practices differ for feminist and non-feminist women from a system justification (Jost and Banajii 1994) perspective. Using a variety of methods—including online experiments (Studies 1a, 2, and 3), secondary data (Study 1b), and a behavioral study (Study 1c)—I demonstrate that feminists place higher value in FeM products than non-feminists. I provide evidence that, consistent with system justification theory (Jost and Banajii 1994) and social identity theory (Tajfel and Turner 1979), feminists’ high valuations of these products stem from them associating the task with personal significance, particularly as acts of rebellion against the gender system. Finally, I explore for the flipside of this effect in a sample of gay men who reject the anti-femininity mandate and find value in products associated with a “gay man” identity (Study 3).
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Details
- Title
- Pink Tasks: Why Feminist Women Value Gendered Products More Than Non-Feminist Women
- Creators
- Mycah Lynn Harrold
- Contributors
- Andrew W. Perkins (Advisor)Elizabeth Howlett (Committee Member)Chadwick J. Miller (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Publisher
- Washington State University
- Number of pages
- 74
- Identifiers
- 99900651900001842
- Language
- English
- Resource Type
- Dissertation