Date of Award


Degree Type


Degree Name

Doctor of Philosophy in Business Administration





First Advisor

Ruby Roy Dholakia


This research attempts to examine when technological products are seen as a gendered agent rather than an object. Based on a review of the literature on consumer- technology relationship and social cognition theory, this research addresses the conditions for gendering of technology, its process and outcomes by using multi-method empirical studies. The stereotype model tests the mediating and moderating hypotheses regarding gendering and its effects on consumer judgments. The disruption model attempts to disrupt the stereotyped gender effects by using a counter-stereotypical gendered cue. The research provides theoretical, managerial, and public policy insights.



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.