Sex, gender identity, gender role attitudes, and consumer behavior

Abstract This article identifies differences between sex, gender identity, and gender role attitudes. Using measures of these constructs, data were collected in a field study of Christmas shopping behaviors. Alternative measurement and multivariate regression models were estimated. The results showed the models best fit the data when the measures were specified as reflecting unique rather than common gender constructs. The measures also each explained significant incremental variance in different shopping behaviors. © 1994 John Wiley & Sons, Inc.