eprintid: 44555 rev_number: 7 eprint_status: archive userid: 1482 importid: 105 dir: disk0/00/04/45/55 datestamp: 2022-02-22 15:28:44 lastmod: 2022-02-22 15:30:00 status_changed: 2022-02-22 15:28:44 type: article metadata_visibility: show creators_name: Otterbring, Tobias creators_name: Bhatnagar, Roopali creators_name: Samuelsson, Peter creators_name: Borau, Sylvie creators_idrefppn: 197344666 creators_idrefppn: 174412096 creators_halaffid: 1002422 title: Positive gender congruency effects on shopper responses: Field evidence from a gender-egalitarian culture ispublished: pub subjects: subjects_ECO abstract: This field study examined how customer-employee interactions are affected by the congruency between an employee's gender and the perceived gender image of the consumption context in one of the most gender equal cultures in the world (Scandinavia). Mystery shoppers had a service encounter with an employee across a set of physical commercial settings that were classified according to their gender image. The mystery shoppers noted the gender of the employee, provided employee evaluations, and indicated word-of-mouth (WOM) ratings. Shoppers who had a gender congruent service encounter (e.g., a female employee in a “feminine” consumption context) reported more favorable employee evaluations and WOM ratings than shoppers who had a gender incongruent service encounter (e.g., a female employee in a “masculine” consumption context), with the impact of gender congruency on WOM ratings mediated by employee evaluations, particularly with respect to competence inferences. These findings highlight the ethical dilemma of a positive gender congruency effect, as it can generate superior consumer responses but also risks resulting in gender occupational segregation. date: 2021-11 date_type: published publisher: Butterworth-Heinemann id_number: 10.1016/j.jretconser.2021.102738 official_url: http://iast.fr/pub/126659 faculty: tse divisions: tse language: en has_fulltext: FALSE doi: 10.1016/j.jretconser.2021.102738 view_date_year: 2021 full_text_status: none publication: Journal of Retailing and Consumer Services volume: vol.63 place_of_pub: London refereed: TRUE issn: 0969-6989 oai_identifier: oai:tse-fr.eu:126659 harvester_local_overwrite: creators_idrefppn harvester_local_overwrite: pending harvester_local_overwrite: note harvester_local_overwrite: number harvester_local_overwrite: volume harvester_local_overwrite: issn harvester_local_overwrite: publisher harvester_local_overwrite: place_of_pub harvester_local_overwrite: creators_halaffid harvester_local_overwrite: hal_id harvester_local_overwrite: hal_version harvester_local_overwrite: hal_url harvester_local_overwrite: hal_passwd oai_lastmod: 2022-02-18T09:13:09Z oai_set: tse site: ut1 hal_id: hal-03584826 hal_passwd: nhowaut hal_version: 1 hal_url: https://hal.archives-ouvertes.fr/hal-03584826 citation: Otterbring, Tobias, Bhatnagar, Roopali, Samuelsson, Peter and Borau, Sylvie (2021) Positive gender congruency effects on shopper responses: Field evidence from a gender-egalitarian culture. Journal of Retailing and Consumer Services, vol.63.