How Are Consumer Purchase Decisions Influenced by Gender Roles? Discuss

question 6

Essay

How are consumer purchase decisions influenced by gender roles? Discuss how these influences are changing and give two examples of how the consumer decision-making process might be affected by gender roles.

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Definitions:

Behaviorism

The school of psychology that defines psychology as the study of observable behavior and studies relationships between stimuli and responses.

Humanism

The view that people are capable of free choice, self-fulfillment, and ethical behavior.

Trait Theory

is a psychological perspective that suggests personality is composed of a number of broad traits, which are consistent patterns of thoughts, feelings, and behaviors.

Superego

In psychoanalytic theory, the part of the personality responsible for moral standards and self-critical judgment.