The influence of sex roles on judgment

Meyers-Levy, Joan

doi:10.1086/209133

Cited by 415Social and Intergroup PsychologyMedia, Gender, and AdvertisingGender Roles and Identity Studies

The influence of sex roles on judgment

Meyers-Levy, Joan·1988·Journal of Consumer Research

DOI 10.1086/209133

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Abstract

Two experiments provide convergent evidence that sex roles, when activated, influence males' and females' judgments. Activation of the genders' sex roles was achieved either by means of explicit sex role primes or by making unambiguous self- and other-relevant information highly salient. In accordance with males' self-focused agentic sex role, males' judgments were sensitive to the favorableness of only self-relevant information, whereas females, who adhere to a self- and other-sensitive sex role, rendered judgments that reflected the implications of both self- and other-relevant information.

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Males tend to be selective processors who perform item-specific processing when rendering judgment, focusing on a single readily available and highly salient cue.
“This stream of research demonstrates that males tend to be selective processors who perform item-specific processing when rendering judgment (Meyers-Levy, 1988; Meyers-Levy and Maheswaran, 1991; Putrevu, 2004).”
From Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference (2021) · cites this paper as Meyers-Levy, 1988
Females are comprehensive processors who use relational processing, assimilating all available cues and elaborating interrelationships.
“Empirical evidence reveals that females, on the contrary, are comprehensive processors who use relational processing (Meyers-Levy, 1988; Meyers-Levy and Maheswaran, 1991; Putrevu, 2004).”
From Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference (2021) · cites this paper as Meyers-Levy, 1988

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Authors: Meyers-Levy, J.
Venue: Journal of Consumer Research
Publisher: Oxford University Press (OUP)
Published: 1988-03
Volume: 14
Issue: 4
Pages: 522
ISSN: 0093-5301 (ISSN-L)
1537-5277
DOI: 10.1086/209133
OpenAlex: W2124148137
Cited by: 415
References: 20
Citations by year: 2026: 7 · 2025: 9 · 2024: 13 · 2023: 10 · 2022: 18 · 2021: 16 · 2020: 57 · 2019: 17 · 2018: 9 · 2017: 19 · 2016: 13 · 2015: 9 · 2014: 18 · 2013: 19 · 2012: 25
FWCI: 6.23
Type: journal article
Language: en
Open access: closed
Locations: Journal of Consumer Research (publishedVersion)
Topics: Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
Social Sciences › Gender Studies › Media, Gender, and Advertising
Social Sciences › Gender Studies › Gender Roles and Identity Studies
Keywords: gender roles, self-relevant information, gender differences, judgment, consumer behavior, self-concept

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The influence of sex roles on judgment

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