Product gender perceptions and antecedents of product gender congruence

Purpose The purpose of this paper is to replicate and extend earlier work on product gender perceptions. Design/methodology/approach The methodology tested six hypotheses, using nearly 500 respondents. The hypotheses were investigated using a survey approach with validated scales. Likert‐type data were analyzed using appropriate statistical measures. Findings Analysis of the data demonstrated that product gendering is still prevalent. In...