Florida Southern College Digital Repository

Consumer Attitudes: Effect of the “Gender” of the Occupation and the Sales Associate’s Sex and Gender Expression on Attitudes Towards the Sales Associate

Show simple item record

dc.contributor.author Francey, Eva M.
dc.contributor.author Henn, Rachel M.
dc.contributor.author Stiegler, Mallory D.
dc.contributor.author Goodmon, Leilani
dc.date.accessioned 2021-04-23T15:30:00Z
dc.date.available 2021-04-23T15:30:00Z
dc.date.issued 2021-04-29
dc.identifier.uri http://hdl.handle.net/11416/540
dc.description Presented at Fiat Lux Spring 2021. en_US
dc.description.abstract Current literature suggests that learned stereotypes may contribute to the development of certain attitudes and preferences toward gender nonconformity and, the more accepted, gender conformity (Boyce & Herd, 2003; Brescoll et al, 2010; Dozier, 2017; Embry et al, 2008; Heilman, 2012; McDowell, 2015; Ritter & Yoder, 2004; Swim et al, 2019). The current gap in research is the lack of crossing sex, gender expression, and employment to see how attitudes vary depending on gender conformity and nonconformity. The purpose of the current study was to determine how participants view retail associates who are gender congruent and incongruent at gendered retail stores to determine if the sex of the employee, the gender expression of the employee, and how masculine or feminine the workplace is stereotypically viewed impacts perceptions of the sales associate. Participants (N=121) were given depictions of the retail associates then completed the “Attitudes Towards Retail Associate Questionnaire” to assess perceptions of the sales associate’s authority, credibility, competency, comfortability. Our results contradicted most prior literature by not completely supporting Social Role Theory. For example, feminine females rated highest in the sports store with a score of 6.50. Continuing research in this field is important due to the pertinence it has on businesses and the economy. Businesses can utilize this information to better themselves and better understand how to reach more diverse target demographics who do not hold traditional gender views. en_US
dc.publisher Florida Southern College en_US
dc.subject Consumers -- Attitudes en_US
dc.subject Gender-nonconforming people en_US
dc.subject Gender nonconformity en_US
dc.title Consumer Attitudes: Effect of the “Gender” of the Occupation and the Sales Associate’s Sex and Gender Expression on Attitudes Towards the Sales Associate en_US
dc.type Presentation en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search


Browse

My Account