The Interplay between Money and Gender in the Marketplace
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Authors
Mutluoglu, Esra Aybike
Date
Type
thesis
Language
eng
Keyword
Psychology of money , Gender stereotypes , Gendered cognition , Subjective value
Alternative Title
Abstract
As one of the primary resources that plays a major role in every person’s life, money has drawn considerable attention from scholars. To date, many empirical studies have demonstrated different ways people perceive and interact with money, and how their thoughts, feelings and behaviors change as a result of money. Nevertheless, our understanding of how money interacts with gender in the marketplace remains rather limited. Thus, my dissertation aims to address this gap by investigating whether consumers construe money through a gendered lens (Essay 1) and how consumer’s own gender may affect their judgments regarding money’s value (Essay 2). In my first essay, I theorize and find evidence that consumers tend to associate money with masculinity and this association impacts their subjective judgments about money’s value. Specifically, I demonstrate that features that are not congruent with the money-masculinity associative link, such as feminine cues or female depictions on money, diminish money’s perceived value. In my second essay, I find that women perceive a fixed amount of money as subjectively more valuable than men, even after controlling for income-related differences. This gender discrepancy appears to be unique to monetary resources and not applicable to non-monetary assets. I also explore a range of possible mechanisms that may drive the effect as well as its downstream consequences for consumers’ saving and spending decisions. Theoretical implications and future directions are discussed.
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Queen's University's Thesis/Dissertation Non-Exclusive License for Deposit to QSpace and Library and Archives Canada
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Copying and Preserving Your Thesis
This publication is made available by the authority of the copyright owner solely for the purpose of private study and research and may not be copied or reproduced except as permitted by the copyright laws without written authority from the copyright owner.
Attribution-NonCommercial-NoDerivatives 4.0 International
ProQuest PhD and Master's Theses International Dissemination Agreement
Intellectual Property Guidelines at Queen's University
Copying and Preserving Your Thesis
This publication is made available by the authority of the copyright owner solely for the purpose of private study and research and may not be copied or reproduced except as permitted by the copyright laws without written authority from the copyright owner.
Attribution-NonCommercial-NoDerivatives 4.0 International