Sex‐role self‐concept measures and marketing: A research note

This paper reviews the sex‐role self‐concept measures developed before and after the 1970s used in marketing and consumer behavior research. The three most commonly used measures have been: CPI‐Fe in studies before 1971; PAQ between 1976–1978; BSRI from 1978‐present. Marketing studies have generally found that (1) biological sex is more influential than psychological sex traits, and (2) high masculinity is more influential than femininity traits. Socio‐economic changes during the 1970s, such as women's participation in the labor force and the shift from a manufacturing to a service economy, suggest future directions for gender research in the marketing areas of product, price, distribution, and promotion.