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Presentation
Sentimental Social Roles and the Objects That Elicit Them: The Effect of Nostalgic Design on Consumers
Association of Consumer Research Annual Conference (ACR)
  • Lindsay R.L. Larson, Georgia Southern University
  • T. Andrew Poehlman, Clemson University
Document Type
Presentation
Publication Date
1-1-2013
Abstract

We examine social identity evoked from vintage product design and its effect on the idealization of gender-stereotypic behavior. Women report greater idealization of traditional behaviors in response to feminine vintage (as opposed to modern or masculine) design. Primed gender roles also lead women, to prefer gender-stereotypic vintage design products.

Location
El Paso, TX
Citation Information
Lindsay R.L. Larson and T. Andrew Poehlman. "Sentimental Social Roles and the Objects That Elicit Them: The Effect of Nostalgic Design on Consumers" Association of Consumer Research Annual Conference (ACR) (2013)
Available at: http://works.bepress.com/lindsay_rl_larson/57/