Effects of self-reflection on the accessibility and applicability of gender concept in product evaluation.

Abstract

This research hope to increase the understanding of the relationship between enhancing self-awareness and differential product evaluation. Thus, the two hypothesis in this study includes testing whether self-reflection makes consumer pay more emphasis on gender concept in evaluating a product and whether the consumer will evaluate a feminine-looking product more favourably when they reflect on themselves. The mirror plays acts as the stimulus which enhances self awareness. The salience of the gender concept that we hope to activate in our participants is affected by the ease of accessibility of the gender identity. The accessibility is in turn affected by the applicability of the identity in the situation