The impact of non-stereotypical gender role endorsement in live broadcasting on consumers' purchase intention

Introduction

Non-stereotypical gender role endorsement is becoming more common in e-commerce live broadcasting. However, there is relatively little research on this topic, and the mechanism of its impact on purchase intention is not yet clear. Based on schema theory and experimental methods, this study explores the impact of non-stereotypical gender role endorsement (compared to stereotypical gender role endorsement) on purchase intention in e-commerce live broadcasting. Besides, we take traditional gender ideology as the moderating variable.

Methods

We first selected experimental materials available for formal experiments through two pre-experiments. Secondly, this study conducted experiments on male/female product groups, respectively. Participants were recruited through the Credamo platform for both experiments.

Results

Experiment 1 indicates that for female product, stereotypical gender role endorsement triggers higher consumer purchase intention compared to non-stereotypical gender role endorsement. The subsequent moderating effect test results manifest that traditional gender ideology plays a moderating role in this effect. Experiment 2 shows that for male product, there is no significant difference in the impact of the two types of endorsement on consumers' purchase intention. In other words, non-stereotypical gender role endorsement does affect consumers' purchase intention, but this effect exists only in female product, and is more significant for consumers with a high level of traditional gender ideology.

Discussion

This study not only has certain theoretical significance for expanding the application boundaries of schema theory and congruence between celebrities and products endorsed, but also has practical significance for brand owners and streamers to effectively adopt non-stereotypical gender role endorsement to enhance purchase intention.

Sex ratios and gender norms: why both are needed to understand sexual conflict in humans

Sexual conflict theory has been successfully applied to predict how in non-human animal populations, sex ratios can lead to conflicting reproductive interests of females and males and affect their bargaining positions in resolving such conflicts of interests. Recently this theory has been extended to understand the resolution of sexual conflict in humans, but with mixed success. We argue that an underappreciation of the complex relationship between gender norms and sex ratios has hampered a successful understanding of sexual conflict in humans. In this paper, we review and expand upon existing theory to increase its applicability to humans, where gender norms regulate sex ratio effects on sexual conflict. Gender norms constrain who is on the marriage market and how they are valued, and may affect reproductive decision-making power. Gender norms can also directly affect sex ratios, and we hypothesize that they structure how individuals respond to market value gained or lost through biased sex ratios. Importantly, gender norms are in part a product of women's and men's sometimes conflicting reproductive interests, but these norms are also subject to other evolutionary processes. An integration of sexual conflict theory and cultural evolutionary theory is required to allow for a full understanding of sexual conflict in humans.

Women as Agents of Change: Exploring Women Leaders' Resistance and Shaping of Gender Ideologies in Pakistan

Despite a growing focus on processes to promote gender equity, women remain significantly underrepresented in leadership positions in the Global South. In the present study we focus on the role of familial experiences in shaping and contesting gender ideologies of Pakistani women in the workplace. We specifically examine the reciprocal ways in which women leaders and their family members shape each other’s gender ideologies regarding the workplace. Data collected and analyzed for this study were semi-structured interviews with eight women in positions of leadership in Lahore, Pakistan, and interviews with one family members of each of the women leaders (thus 16 interviews total). Using thematic narrative analysis, we identified three thematic phases: learning gender expectations, resistance, and familial transformation. These phases reflect the progression of developing, resisting, and influencing individual and familial gender ideologies. We document the manifestation of these phases in three specific domains: education, marriage and motherhood, and the workplace. We then discuss how these findings contribute to understanding the experiences of women leaders and perceptions of their family members regarding women’s role in the workplace. Findings from our research provide novel insights into the ways globalization and capitalism continue to shape the socio-cultural context for women leaders in the Global South.

Are liberal men not abusive toward their wives? Evidence from rural Bangladesh

Gender ideology has widely been discussed in the explanation of wife abuse. However, how men's gender ideology influences wife abuse is quite overlooked in Bangladeshi context. This study examined how various types of gender ideology among men are associated with wife abuse in Bangladesh. It included 342 married men randomly selected from 5 villages. Negative binomial regression was employed to predict the incidence-rate ratio of wife abuse. Of the sample, 55.0% maintained traditional, 31.3% transitional, and 13.7% liberal gender ideologies. On average, the men perpetrated 6.10 abusive acts in a year. Data showed that the rates of overall wife abuse among liberal men were 41% and 48% lower than the traditional and transitional men, respectively. Liberal men also perpetrated less emotional, physical, and sexual abuses than both traditional and transitional men. The study shows that the promotion of liberal gender ideology among men is important for preventing wife abuse. Men should be targeted by diverse violence prevention interventions for enhancing gender equality attitudes. Though the study has provided novel findings in a Bangladeshi context, it was entirely based on male data. Future studies should examine both men's and women's views on the issues.

The gender-binary cycle: the perpetual relations between a biological-essentialist view of gender, gender ideology, and gender-labelling and sorting

Gender inequality is one of the most pressing issues of our time. A core factor that feeds gender inequality is people's gender ideology-a set of beliefs about the proper order of society in terms of the roles women and men should fill. We argue that gender ideology is shaped, in large parts, by the way people make sense of gender differences. Specifically, people often think of gender differences as expressions of a predetermined biology, and of men and women as different 'kinds'. We describe work suggesting that thinking of gender differences in this biological-essentialist way perpetuates a non-egalitarian gender ideology. We then review research that refutes the hypothesis that men and women are different 'kinds' in terms of brain function, hormone levels and personality characteristics. Next, we describe how the organization of the environment in a gender-binary manner, together with cognitive processes of categorization drive a biological-essentialist view of gender differences. We then describe the self-perpetuating relations, which we term the gender-binary cycle, between a biological-essentialist view of gender differences, a non-egalitarian gender ideology and a binary organization of the environment along gender lines. Finally, we consider means of intervention at different points in this cycle. This article is part of the theme issue 'The political brain: neurocognitive and computational mechanisms'.

Relative Employment, Gender Beliefs, and Intimate Partner Coercion and Violence Against New Mothers Across Marital and Residential Contexts

This research builds on prior studies of intimate partner victimization by examining the impact of women's and men's relative employment, gender traditionalism, and gender distrust on coercive control and physical victimization among married, cohabiting, and noncohabiting couples with infants. It merges feminist approaches that emphasize the gendered meaning of work, power, and violence with prior insights regarding differences in levels of intimate violence across family forms. Specifically, this research recognizes that there is variation across married, cohabiting, and dating contexts in the symbolic meaning of work, the salience of traditionalism, and the tenuous status of relationships that may activate gender distrust in the production of compensatory violence and control. Logistic regression models using baseline and Year 1 Fragile Families and Child Well-Being data (n = 2,337) indicate that the predictors of coercive control differ across couple types, with the relative odds of coercion higher among couples in which only the woman is employed, but only when cohabiting. Consistent with expectations, men's gender traditionalism increases coercive control, but only in the context of marriage. Relative employment and gender beliefs did not predict physical victimization among any couple types, but a moderating effect of men's gender distrust on women's sole employment was identified, such that status inconsistency in employment increases the relative odds of physical victimization only when the male partner is distrustful of women.

He, She, "They" at the Bargaining Table… Woman, Man or Just Negotiators? A Critical Review on Gender Ideologies in Mixed-Gender Negotiations

In recent years, an important number of studies aimed at levelling the playing field for women and men at the bargaining table. In spite of this, women continue to find themselves largely at a disadvantage when negotiating with a male counterpart. In this review, we focus on a neglected yet potentially important factor contributing to the gender gap in negotiations, namely people's gender ideology. We argue that gender ideology shapes day-to-day negotiations and we offer insights regarding its consequences on the bargaining process. We first present the available contributions regarding gender in negotiations and underline the most significant variables that lead to gender effects in negotiations. We then introduce gender ideology as a potentially important variable in the process and lean upon previous studies to support our claim.

The gender ideology of 'Wise Mother and Good Wife' and Korean immigrant women's adjustment in the United States

The notion of 'wise mother and good wife (WMGW)' (Hyonmo Yangcho) is the traditional idealized image of Korean womanhood as one who serves her country and others through her roles as a mother and wife. This ideology may continue to have some significance in the lives of many first-generation Korean immigrant women, but its potential role in the adjustment challenges these women may face while acculturating to the immigrant context in the United States has received little attention. In this paper, we briefly review the historical background of the WMGW ideology and discussed the significance of focusing research attention on the role of this notion in contemporary first-generation Korean immigrant women in the United States. We focus on the intersecting influences of gender, ethnicity, and immigrants' generation status, which may further marginalize some first-generation Korean immigrant mothers. We then outline possible unique challenges faced by some of these mothers due to the WMGW gender ideology, highlighting potential immigration-related difficulties including changes in their social support networks, parenting burden, mental health, and language issues. Finally, we provide suggestions for researchers and practitioners working with U.S. Korean immigrant women.

Do values explain the low employment levels of Muslim women around the world? A within- and between-country analysis

Using worldwide data from the World Values Survey (WVS) gathered in 2010-2014, we examine two distinct ways in which Islam may be associated with women's employment. We show that, within their countries, Muslim women are less likely to be employed than women of other religions. We also examine between-country differences and find that, net of education and family statuses, the employment levels of women living in countries that are 90-100 per cent Muslim are not significantly different than those living in countries that are only 0-20 per cent Muslim. Then we test a prevailing view: that Islam discourages gender egalitarian values, and that these values - held by women themselves or people around them - explain why Muslim women are less likely to be employed than women of other religions within their own countries. Despite the rich measures of values in the WVS and a large sample, we find no evidence that values explain any of the lower employment of Muslim women, mainly because values have little or no effect on women's employment. Thus, we conclude that most of the world's gap in employment between Muslim women and other women is within-country and is not explained by gender ideology. Future research should examine alternative hypotheses, including ethno-religious discrimination.

Attitudes towards same-sex parenting in Italy: the influence of traditional gender ideology

This study aimed to examine the role of gender ideology, religiosity and political conservatism on attitudes toward same-sex parenting in Italy at a time when same-sex parent families are undergoing attacks from ideological campaigns opposing non-traditional gender roles and families. We collected data from 4,187 heterosexual respondents about attitudes towards two-father and two-mother parenting, homonegativity, attitudes toward traditional masculinity and femininity, religious involvement and political conservatism. We conducted multiple group structural equation model analyses to test whether sex moderated any of the estimated associations among variables. Results showed that traditional beliefs about femininity were directly associated with negative attitudes towards two-mother and two-father parenting, while traditional beliefs about masculinity had a significant direct effect only on two-father parenting. Homonegativity partially mediated the association between religiosity, political conservatism and traditional beliefs about masculinity and femininity on negative attitudes toward both types of same-sex parenting. Gender differences were found for the indirect effects of political conservatism and religiosity on attitudes towards same-sex parenting. The theoretical contributions and implications of the findings are discussed.

'There was a struggle between my instinct and my head': women's perception and experience of masturbation in contemporary Vietnam

This paper investigates how masturbation, as one form of non-coital sexual practice, is interpreted and experienced by young married women in contemporary Vietnam. Data were collected through semi-structured interviews with 20 professional women aged 25-40 living in Hanoi. Thematic analysis suggests that by embracing the pursuit of pleasure and aspiring to achieve this goal, many women stake a claim for modernity by promoting the idea that they are no longer traditional in this particular domain of social life. However, wider social forces associated with traditional Vietnamese gender ideology and sexual values remain firmly rooted, impacting on their everyday lives as working wives and mothers, and stalling their pursuit of pleasure and thus 'wellbeing' in its fullest sense. Indeed, among participants in this study, sex was interpreted as being almost exclusively organised around penile-vaginal intercourse. Even when sex was conceptualised as involving more than penetration, penile-vaginal intercourse was still viewed as its most essential component, without which a sexual transaction could not be seen as complete. The normality of penetrative sex was sometimes coupled with the stigma and discrimination associated with other non-coital sexual practices, positioning women firmly within conventional discourses of naturalness and health in regard to sex.

Strategic Gender Egalitarianism in Rural China: The Impacts of Husbands' Migration on Gender Relations

When men migrate for work and couples live separately, structures of gender relations may be altered in response. Our research in rural China about husbands' and wives' perceptions of household decision-making and gender-related attitudes examines hypotheses derived from Connell's (2002) theory of gender relations using the Gansu Survey of Children and Families. Consistent with previous research, we find that both migrant husbands and their wives perceive that women have more decision-making power over household production and consumption. In contrast, the effect of husbands' migration on their own and their wives' gender attitudes are less consistent. Both migrant husbands and their wives are more likely than non-migrant spouses to agree that women and men can achieve the same given equal opportunities. Moreover, migrant husbands hold more gender egalitarian views towards their children's education than non-migrant husbands. However, migrant husband and their wives are no more likely to question sons' obligations or men's and women's roles in the family than their non-migrant counterparts. We interpret our findings as strategic gender egalitarianism, that is, gender egalitarianism born of necessity, particularly economic necessity. Strategic gender egalitarianism does not, however, challenge dominant gender structures that define family relationships and allocate power unequally.

Gendered Sources of Distress and Resilience among Afghan Refugees in Northern California: A Cross-Sectional Study

Recent studies have emphasized the influence of resettlement factors on the mental health of refugees resettling in developed countries. However, little research has addressed gender differences in the nature and influence of resettlement stressors and sources of resilience. We address this gap in knowledge by investigating how gender moderates and mediates the influence of several sources of distress and resilience among 259 Afghan refugees residing in Northern California (USA). Gender moderated the effects of four factors on levels of distress. Intimate and extended family ties have little correlation with men’s distress levels, but are strongly associated with lower distress for women. English ability is positively associated with lower distress for women, but not men. In terms of gender ideology, traditionally oriented women and egalitarian men have lower levels of distress. And experiencing greater dissonant acculturation increases distress for men, but not women. The influence of gender interaction terms is substantial and patterns may reflect difficulty adapting to a different gender order. Future studies of similar populations should investigate gender differences in sources of distress and resilience, and efforts to assist new arrivals might inform them of changes in gender roles they may experience, and facilitate opportunities to renegotiate gender roles.

The Use of Female Sex Workers Among Men in Nepal: Prevalence, STIs/HIV-Related Risk Behaviors, and Gender Ideology

Heterosexual sex involving female sex workers (FSWs) is widely documented for its role in facilitating the spread of sexually transmitted infections (STIs)/HIV. Critical to such studies, and increasingly considered essential to HIV prevention efforts, is the gender constructs and power dynamics within relationships. However, little efforts have been made, which focus on male clients of FSWs, particularly on the relationship between gender ideologies and men’s sexual contact with FSWs, within the Nepali context. The present study aims to fill this critical gap by assessing the prevalence of use of FSWs and its association with STIs/HIV-related risk behaviors and gender ideologies among Nepali men. We used data from the nationally representative Nepal Demographic Health Survey (NDHS) 2011. For the purpose of analyses, we included a sample of 4,121 men, aged 15–49 years. During data analyses, we used multivariate logistic regression models, adjusted for the following variables: age, region, residence, religion, educational level, wealth index, employment status, and cigarette smoking status. Of the total sample, approximately 5% reported the use of FSWs in their lifetime. In regression models, men who had sex with FSWs were more likely to report a history of STIs [adjusted odds ratio (aOR): 3.03; 95% confidence interval (CI): 1.69–5.43; P < 0.001], not using condom all the time (aOR: 1.31; 95% CI: 1.05–2.12; P = 0.010), more than one sexual partner (aOR: 3.75; 95% CI: 2.18–5.23; P < 0.001), and have had early sexual debut (aOR: 2.60; 95% CI: 1.85–3.67; P < 0.001). Respondents reporting the endorsement of violence against wives (aOR: 1.65; 95% CI: 1.01–2.84; P = 0.04) and male sexual entitlement (aOR: 1.63; 95% CI: 1.21–2.32; P = 0.001) were significantly more likely to report sexual contact with FSWs. Our findings highlight the need to develop and implement specifically tailored interventions toward male clients of FSWs, with a particular emphasis on promoting equitable gender roles and beliefs.

WOMEN'S RELIGIOUS AUTHORITY IN A SUB-SAHARAN SETTING: Dialectics of Empowerment and Dependency

Western scholarship on religion and gender has devoted considerable attention to women's entry into leadership roles across various religious traditions and denominations. However, very little is known about the dynamics of women's religious authority and leadership in developing settings, especially in sub-Saharan Africa, a region of powerful and diverse religious expressions. This study employs a combination of uniquely rich and diverse data to examine women's formal religious authority in a predominantly Christian setting in Mozambique. I first use survey data to test hypotheses regarding the prevalence and patterns of women's formal leadership across different denominational groups. I then support and extend the quantitative results with insights on pathways and consequences of women's ascent to formal congregation authority drawn from qualitative data. The analysis illustrates how women's religious authority both defies and reasserts the gendered constraints of the religious marketplace and the broader gender ideology in this developing context.

MOTHER'S EMPLOYMENT DEMANDS, WORK-FAMILY CONFLICT, AND ADOLESCENT DEVELOPMENT

This study revisited the old research question of whether or not maternal employment would adversely affect children's development. We reframed the question by asking how a mother's temporal employment demands might be linked to child development. We used longitudinal data from a sample of 340 white, lower- to middle-class, dual-earner families living in the rural Midwest of the United States. The data were obtained from questionnaires and videotaped observations, and were informed by the mother, the father, the adolescent child, and a trained observer. As predicted, we found a strong relationship between a mother's temporal employment demands and work-family conflict, which was significantly associated with her emotional distress. A husband's egalitarian gender ideology was found to reduce the mother's emotional distress. Maternal distress was then negatively associated with nurturant and involved parenting, which in turn predicted a reduction in the adolescent child's emotional and behavioral problems over time.