Business Commons^™

Evaluation Of Student Reactions To Consumer Products, Bryce K. Lesher

Honors College Theses

Based on gender role congruence theory, this research sought to understand how consumer perceptions differ for masculinized and feminized products when they are presented by the opposing gender. Additionally, our research sought to understand what role—if any—political affiliation played in the consumer’s perception of the products presented. The results of this study were inconclusive due to a data collection error, however, the study itself serves as a good framework for answering the question of interest and should be rerun to draw meaningful conclusions.