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Sex Typing and Consumer Behavior: A Test of Gender Schema Theory

Journal of Consumer Research, 1988
Using the context of advertising, packaging, and consumer choice, three experiments were conducted to test the predictions of gender schema theory that gender-schematic (sex-typed) individuals and gender-aschematic (non-sex-typed) individuals differ in the way they process and evaluate information related to gender. Results indicated strong sex effects,
Schmitt, Bernd H   +2 more
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ECOLOGICAL VALUE OF BEM'S GENDER SCHEMA THEORY EXPLORED THROUGH FEMALES' TRADITIONAL ANDNONTRADITIONAL OCCUPATIONAL CONTEXTS

Psychological Reports, 1992
This study aimed to verify the ecological adequateness of Bern's gender schema theory. Four female samples were selected on the basis of occupation (workers and students) and nature of occupational settings (traditional vs nontraditional). The hypothesis was that women engaged in traditionally feminine or in male-dominated environments exhibit ...
Marguerite Lavallée, René Pelletier
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Gender Schema Theory

2011
https://nsuworks.nova.edu/cps_facbooks/1106/thumbnail ...
Perle, J., Waguespack, Angela M.
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Gender schema theory: A cognitive account of sex typing.

Psychological Review, 1981
Gender schema theory proposes that the phenomenon of sex typing derives, in part, from gender-based schematic processing, from a generalized readiness to process information on the basis of the sex-linked associations that constitute the gender schema. In particular, the theory proposes that sex typing results from the fact that the self-concept itself
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Gender schema theory revisited: men's stereotypes of American women

Sex Roles, 1993
Bem's gender schema theory is reconsidered in terms of connections among schemas, stereotypes, and perceptions of self and others. The supposition that schematic, as opposed to aschematic persons, are more prone to think about others in stereotypic ways is tested.
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Sandra Bem’s Gender Schema Theory After 34 Years: A Review of its Reach and Impact

Sex Roles, 2016
One of Sandra Bem’s important contributions was the development of gender schema theory (GST; Bem 1981a). Through an analysis of journal articles referencing GST, we explored the breadth of the theory’s reach and the ways in which its use has changed over time.
Christine R. Starr, Eileen L. Zurbriggen
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