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    Gender Schema Theory

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    Minza Jehangir
    According to Gender Schema Theory proposed by psychologist Sandra Bem in 1981, children learn about gender roles from the society they live in based on social learning theory. The theory states that children behave according to the gender norms of their society and assess their own gender group more positively than the other group. Psychological, biological, and social factors influence individuals to align their behavior with their gender according to the theory. In a marketing context, the theory explains that gender schemas can influence buying behaviors, such as females being more inclined to purchase luxury products and be motivated by intrinsic factors in e-commerce compared to males.

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    Gender Schema Theory

    Uploaded by

    Minza Jehangir
    203 views2 pages
    According to Gender Schema Theory proposed by psychologist Sandra Bem in 1981, children learn about gender roles from the society they live in based on social learning theory. The theory states that children behave according to the gender norms of their society and assess their own gender group more positively than the other group. Psychological, biological, and social factors influence individuals to align their behavior with their gender according to the theory. In a marketing context, the theory explains that gender schemas can influence buying behaviors, such as females being more inclined to purchase luxury products and be motivated by intrinsic factors in e-commerce compared to males.

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    According to Gender Schema Theory proposed by psychologist Sandra Bem in 1981, children learn about gender roles from the society they live in based on social learning theory. The theory states that children behave according to the gender norms of their society and assess their own gender group more positively than the other group. Psychological, biological, and social factors influence individuals to align their behavior with their gender according to the theory. In a marketing context, the theory explains that gender schemas can influence buying behaviors, such as females being more inclined to purchase luxury products and be motivated by intrinsic factors in e-commerce compared to males.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    203 views2 pages

    Gender Schema Theory

    Uploaded by

    Minza Jehangir
    According to Gender Schema Theory proposed by psychologist Sandra Bem in 1981, children learn about gender roles from the society they live in based on social learning theory. The theory states that children behave according to the gender norms of their society and assess their own gender group more positively than the other group. Psychological, biological, and social factors influence individuals to align their behavior with their gender according to the theory. In a marketing context, the theory explains that gender schemas can influence buying behaviors, such as females being more inclined to purchase luxury products and be motivated by intrinsic factors in e-commerce compared to males.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    GENDER SCHEMA THEORY

    In 1981, Sandra Bam, a well-renowned psychologist, proposed the theory of gender schema. He states that
    children learn about their roles from the society in which they live. It is based on social learning theory that
    focuses on children's adoption of their role such as male and female of social development from the society
    they interact. According to Gender Schema Theory, children used to behave according to the gender
    norms of their society. Further, this theory states that when an individual identifies themselves as a male or
    female they opt for gender-appropriate behavior and also positively assess their group characteristics as
    compared to the outgroup. They categorized schemas into two categories in group and outgroup. For
    instance, five years old kid who identifies herself as a girl believes that applying makeup is a female-
    related thing whereas playing cricket is a “male-related thing”. Then she is supposed to talk more about
    cosmetics and suggests other girls not to play football because she positively evaluate their group
    characteristics.

    According to this theory, three main factors influence including psychological, biological, and social
    influence individual decision to align their behavior according to their gender. It is formed from the
    psychological theory of cognitive development which explains that how children develop their mental
    process by taking out information from the external world. In a marketing context, this theory was
    explained by (Stokburger Sauer and Teichmann (2013) that how gender schemas influence an individual
    buying behavior such as study showed that female is more inclined towards purchasing luxurious products
    as compared to males. Moreover, (Gilal et al., 2018) found that females are more motivated by intrinsic
    factors as compared to in the e-consumer context. as the theory states their gender-appropriate behavior is
    influences by the society in which they live. So, in the consumer behavior, context males will less prefer to
    buy grocery and kitchen appliances in Asian societies because they will not match their gender role.

    References

    Starr, Christine & Zurbriggen, Eileen. (2017). Sandra Bem’s Gender Schema Theory After 34 Years: A
    Review of its Reach and Impact. Sex Roles. 76. 10.1007/s11199-016-0591-4.
    Gilal, Faheem Gul & Chandni, Kanwal & Gilal, Naeem & Gilal, Rukhsana & Channa, Nisar. (2019).
    Toward a new model for green consumer behaviour: A self-determination theory perspective. Sustainable
    Development. 28. 10.1002/sd.2021.

    Stokburger-Sauer, N. E., & Teichmann, K. (2013). Is luxury just a female thing? The role of gender in
    luxury brand consumption. Journal of Business Research, 66(7), 889–896.

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