Date of Award

2019

Degree Type

Dissertation

Degree Name

Doctor of Philosophy in Business Administration

Specialization

Marketing

Department

Marketing

First Advisor

Ruby R. Dholakia

Abstract

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.

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