PurposeThe purpose of this paper is to replicate and extend earlier work on product gender perceptions.Design/methodology/approachThe 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.FindingsAnalysis of the data demonstrated that product gendering is still prevalent. In addition, males were more likely than females to purchase gender‐congruent products; that individuals with a greater desire for product‐self‐congruence used products as a form of self‐concept; that individuals reared in non‐traditional households were less focused on gender congruence; that less traditional individuals were less focused on gender congruence; and that those who sought gender congruence were more likely to seek gender cues in the marketing mix.Research limitations/implicationsThe product selection was based on a previous study and the sample was non‐random. Both of these decisions could be questioned.Practical implicationsThese research results will allow one to understand whether social change during the past decade has altered product gender perceptions and to explore the degree to which consumers seek congruence between their own gender orientations and perceived product gender. This knowledge could be very important to consumer goods marketers making product design and promotional decisions.Originality/valueThe paper examines gender congruence in a maturing Generation Y, a generation second in size only to the Baby Boomers and one of significant market importance. It also provides the first substantive new data on this subject in over a decade.
Introduction: This study aimed to use drawing as a means to explore the content of pain-related images in a sample of people with chronic pain. Method: Adults (n ¼ 90) attending three United Kingdom National Health Service pain clinics were asked to bring to mind and draw an image of their pain. Drawings were analysed using critical visual analysis methodology. Results: Fifty-four participants drew a picture of their pain. Drawings were vivid, emotionally charged and included catastrophic interpretations of pain. Image content was described using three main themes: pain as an attacker, the nature of pain (pain sensations, timeline, pain location) and the impact of pain (pain as a barrier, being trapped by pain and the future with pain). Drawings reflected different perspectives taken in the image, with images of the person themselves in pain (as if seen through the eyes of an observer) evoking a sense of helplessness and isolation. Conclusion: Pain-related images can provide a valuable insight into people's pain worlds, with images reflecting pain cognitions and barriers to recovery. Clinicians may find drawing a helpful tool in the assessment and management of chronic pain, enabling a visual and shareable language for pain.
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