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The purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their ethnocentric and cosmopolitan orientations. Achieving a better understanding of the psychological makeup of consumer ethnocentrism and cosmopolitanism should help managers better design international market segmentation and brand positioning strategies.

The study's conceptual framework is anchored in attitude and values theories, and focuses on the social categorizations that consumers make and how these contribute to the formation of their ethnocentric and cosmopolitan orientations. Drawing data from consumers living in five European countries, we test our theoretical conjectures through structural equation modeling approaches, including multigroup analysis at the country level, as well as the identification and scrutiny of potential pan-European consumer segments.

Findings show that personal values, moral foundations and gender-role identities do exert direct and indirect (partially mediated) effects on the formation of consumers' ethnocentric and cosmopolitan orientations. These provide numerous insights for managers in terms of how they can segment domestic and international markets, as well as how to position products and communicate brand strategies.

The study focused on consumers' personal and role identities and offers implications based on data gathered from a sample of five European countries. Future work should broaden this perspective by including other identity facets, such as religious and ethnic identities, as well as product-category and brand-specific outcomes, in order to help develop a more comprehensive picture of the psychology underpinning consumers' identity-related orientations, and their effects on consumer behavior. Future research should also study these issues in a broader geographical context, by including national markets that have culturally diverse populations as well as places with dissimilar cultural and economic profiles.

The study shows that individuals' personal values, moral foundations and gender roles have a strong effect on the formation of consumer ethnocentrism and consumer cosmopolitanism orientations. Consideration of how these antecedent constructs operate in concert to shape consumers' in- versus out-group orientations has been overlooked in the international marketing literature. Beyond the ramifications for theory, the study offers numerous substantive managerial implications in terms of how consumers are likely to respond to local and global/foreign products/brands based on these orientations.

This paper aims to examine the moderating effect of employees’ work orientation and gender on their feelings toward pay, that is, the relationship between perceived fairness of a pay system and pay level satisfaction. The perceived fairness of pay system is investigated with two pay system procedures, namely, job evaluation and performance evaluation, both determining the level of base pay.

Survey data were collected from three public sector organizations in Finland (N = 526). Linear regression analysis was used to investigate the relationship between pay satisfaction, pay system fairness, work orientation and gender.

The results show that employees’ work orientation significantly and negatively relates to pay satisfaction. The interaction analyses suggest significant gender differences in the relationship between work orientation and pay satisfaction, as work orientation is negatively associated with pay satisfaction for women. They also show that work orientation and job evaluation fairness have a positive, joint effect on pay satisfaction.

This study has implications for the implementation of fair pay practices in organizations. The role of work orientation in the relationship between job evaluation fairness and pay satisfaction highlights the importance of pay system fairness especially among work-oriented employees. Special attention should be paid on work-oriented women: With equal perception of pay system fairness, work-oriented women feel unsatisfied with their pay.

This paper is the first study to highlight the role of work orientation and gender in reactions related to pay.

This study aimed to experimentally investigate whether disclosing one's sexual orientation while applying for a job would impact hiring decisions.

The experiment employed a 2 (Applicant Gender: Male/Female) × 2 (Applicant Sexual Orientation: Heterosexual or Gay/Lesbian) × 2 (Job Type: Masculine/Feminine) between-subjects design. Participants (N = 349) were randomly assigned to one of eight applicant conditions. They were first presented with a job description, followed by a cover letter displaying the applicants' qualifications, gender and sexual orientation. Participants evaluated the applicant's competence, social skills and hireability, and provided self-reports of their attitudes toward gays/lesbians and traditional gender roles.

The results demonstrated a distinct pattern of discrimination toward gay/lesbian applicants who were rated significantly lower in competence, social skills and hireability than were heterosexual applicants. Additionally, using multigroup structural equation modeling, we found that sexual orientation differentially impacted the relationship between attitudes and hireability ratings; negative attitudes toward homosexuality, beliefs about sexual orientation as a choice and belief in traditional gender roles were significant predictors of hireability ratings for gay/lesbian applicants, but were unrelated to evaluations of heterosexual applicants.

The current study highlights the underlying mechanisms involved in hiring discrimination against Lesbian Gay Bisexual Trans (LGBT) workers including lower evaluations of competence, social skills and structural differences in the impact of attitudes. These direct links must be explicitly addressed for continued progress related to equality, diversity and inclusion in Human Resource Management (HRM). Continued multidisciplinary research that considers gender identity and sexual orientation signal salience, consequences of specific career stereotypes, regional differences and the effects of societal shifts in attitudes overtime will continue to improve our understanding and drive us toward a more equitable future.

By identifying the underlying mechanisms involved in hiring discrimination, this study highlights the need for diversity trainings that go beyond the blanket approaches to diversity management and explicitly address conscious and unconscious biases that may influence the hiring process. Additionally, it is critical for organizations to provide top-down support from leadership, and implement mechanisms that allow LGBT voices to be heard and feel comfortable in their work environment to reduce the psychological strain.

Prior to the recent landmark ruling by the Supreme Court on June 15, 2020, which extended the 1964 Civil Rights Act workplace protections to gay, lesbianand transgender employees, in many places across the United States Lesbian, gay, bisexual, transgender, and queer (LGBTQ+) identifying workers could still be legally discriminated against. The pattern of discrimination identified in the current study provides clear evidence that these protections are necessary, and long overdue.

This study identifies two clear patterns of hiring discrimination: (1) lower hireability ratings and (2) structural differences in the evaluative process for gay/lesbian applicants. These findings provide experimental evidence, currently lacking in the literature, that support survey-based and qualitative findings of LGBT's experiences, and demonstrate how negative attitudes, irrelevant to the qualifications of an applicant, seep into hiring decisions.

In this chapter, we propose and empirically test a theoretical model on the relationships among gender-role orientation, anticipated emotions and entrepreneurs’ subjective entrepreneurial success (SES). Results using Bayesian path analysis in a sample of Greek entrepreneurs indicated that the effect of femininity on SES was stronger than that of masculinity. Positive anticipated affect mediated the effects of masculinity and femininity on subjective entrepreneurial success. We interpreted this as evidence in support of the idea that the social construction of sex and future emotional thinking are influential factors within the entrepreneurial ecosystem that have previously been researched separately.

The paper presents a structural model to explain the relationship between various gender-role orientations (GROs) and motivational antecedents leading to entrepreneurial intention (EI). It examines the influence of GRO in the formation of EI among educated youths of Northeast India.

Using a structural equation modelling approach, the hypothesized model is tested on a sample of 642 post-graduate students from four different universities in Northeast India, a developing region with unique socio-cultural diversity. The mediating role of EI antecedents on the relationship between GRO and EI was examined after establishing the reliability and validity of the measurement model.

Results from the analysis support the hypothesized structural relationship confirming the influence of GRO on EI. The study also finds that androgynous individuals have a higher EI than their masculine or feminine counterparts.

The study contributes to the understanding of EI determinants from a GRO perspective, especially in the industrially backward region of an emerging economy. It adds to the existing literature by empirically proving the role of gender orientation. The results have several policy implications for educational institutions and policymakers in emerging economies.

The paper re-examines the predictive value of the theory of planned behaviour (TPB) model from a GRO perspective and compares indirect effects of gender identity through motivational antecedents on EI. Whilst TPB predicted EI in Western and developed countries, using a more diverse sample provides strong empirical evidence in the context of a developing region.

Drawing from the gender schema theory and social role theory, the purpose of this study is to assess the gender-congruent nature of organizational citizenship behaviors (OCBs) through the mediating role of gender role orientation (femininity and masculinity) in the relationship between individuals sex and OCB dimensions. It also explores the moderating effect of gender ideology on the influence of sex on the exhibition of gender-congruent OCBs.

Data were collected in two waves with a time lag of three weeks from frontline employees and their peers working in the Indian private banking sector. PROCESS macro was used to assess the hypothesized relationships.

The results indicated that femininity mediated the influence of sex on OCBs directed toward co-workers (OCBI). However, the mediating role of femininity was not confirmed in the association between sex and OCBs targeted toward customers (OCBC). Further, masculinity mediated the influence of sex on OCBs directed toward the organization (OCBO). Gender ideology also moderated the relationship between sex and OCBs, such that traditional women displayed more OCBI as compared to egalitarian women, while egalitarian women displayed more OCBC than traditional women. Additionally, traditional men were found to display more OCBO than egalitarian men.

The paper contributes to the existing literature by suggesting that the performance of OCBs depends upon various gender identities, with each gender identity having its own and significant effect on the performance of OCB.

The purpose of this study is to examine how gender role orientation (i.e. masculinity and femininity) and career/family role salience affect individuals’ organizational identification (OID) and intention to leave. Alternative models were developed to specify different relationships among the study variables.

Data were collected via a questionnaire survey of 362 employees from three large companies in China. Structural equation modeling was used to evaluate alternative models and test the hypotheses.

This paper found that masculinity was positively related to career role salience, whereas femininity was positively related to family role salience. Career role salience, but not family role salience, was positively related to OID, which in turn was negatively related to intention to leave. A positive relationship was also found between femininity and OID, as well as between family role salience and intention to leave.

The cross-sectional nature of the data of this study precludes any definitive inferences about causality and directionality. The use of self-report measures also invites the potential threat of common method variance. The generalizability of results has been restricted, given that the respondents were drawn from three large companies.

Organizations may provide more resources and support for their employees so as to increase their career role salience, which in turn enhances their level of OID. For employees who are high in femininity, employers may offer family-friendly programs to help them address resource drain from family to work, and hence to retain them.

This study provided evidence for the linkage between gender role orientation with career/family role salience. It also revealed the impacts of career/family role salience on OID and intention to leave. Some gender differences in this regard were highlighted.

The purpose of this paper is to examine the relationship between country of birth or ethnicity (cultural proxies) and career and parental role commitment, and whether or not that relationship is mediated by two psychological dimensions known to differ across Mexican and USA cultures. These mediators are family achievement orientation and gender role orientation.

Data were collected from 372 working female students at community colleges in the USA and Mexico. The survey focussed on career and parental role commitment, family achievement orientation, and gender role attitudes.

Both country of birth and ethnicity predict career and parental role commitment. Females born in Mexico and Hispanics have higher career role commitment and lower parental role commitment than females born in the USA and non-Hispanic whites. Family achievement orientation and gender role attitudes partially mediate these relationships.

Cross-cultural research of work and family issues needs to incorporate psychological dimensions in accounting for country/ethnic differences.

Employees’ cultural backgrounds should be considered in designing programs to support family and work balance.

Assistance programs designed to enable Hispanics to work will be valued and fit with the Hispanic cultural focus on working as a means to care for family.

This study addresses a stated need in the work/life literature for research that addresses cross-cultural differences, and research in the cross-cultural research that calls for the inclusion of psychological dimension mediators between culture and the variables of interest.