Observers infer a consumer’s identity through a range of consumption categories (Belk et al. 1982). Although consumers are aware of the judgments of others, and alter their behaviors to create specific identities when socially accountable to others (e.g., White and Peloza 2009), observers do not limit their inferences to the specific identity consumers intend to project. They make additional inferences that may be unintended on the part of the consumer. In the current research, we explore how observers make ancillary inferences by examining the potential for ethical consumption choice to generate gender inferences beyond social responsibility as well as consumer responses to gender inferences.
|Title of host publication||Developments in Marketing Science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Number of pages||6|
|State||Published - 2016|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
Bibliographical notePublisher Copyright:
© 2016, Academy of Marketing Science.
- Consumer Identity
- Ethical Consumption
- Gender Role
ASJC Scopus subject areas
- Strategy and Management