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The unprecedented increase in brand development among one of the fastest‐growing consumer markets, the new generation of Chinese consumers, compels a greater understanding of the psychological factors that were largely stereotyped to be collective and homogeneous. Grounded in self‐congruity theory, the primary purpose of this study is to understand the joint impact of Chinese consumers' self‐ and gender consciousness on their ensuing brand perceptions. This study aims to critically explore the process that underlies the aforementioned relationships with consumers' need for uniqueness and brand consciousness.

An online survey using consumer panel data was conducted in three “tier‐one” cities in the People's Republic of China. The focus on these cities coincided with the competitive density of retail brands, and resulted in 302 respondents in the population of interest. The data were analysed using structural equation modelling (SEM).

Self‐ and gender consciousness do impact brand consciousness indirectly through Chinese consumers' need for uniqueness. Contrary to expectations, the study finds that self‐consciousness has a negative direct impact on brand consciousness, while gender consciousness does not have a direct impact on brand consciousness. Furthermore, brand consciousness leads to positive brand perceptions, including brand attitudes, brand loyalty, and willingness to pay a price premium.

The research provides an in‐depth understanding of self‐congruity in Chinese consumers' brand perceptions. The research findings can be used to formulate brand positioning and promotion strategies for brand managers.

The study integrates extant theories in gender schema and self‐congruity to understand brand perceptions in light of self‐ and gender consciousness. To date, no research has explored this relationship. Furthermore, the study discusses the role of consumers' need for uniqueness as a process that underlines the relationship between consumer self‐ and gender consciousness, and brand perceptions in terms of brand consciousness, brand attitude and loyalty and willingness to pay a price premium.

Women play an essential role in entrepreneurship because they have been able to make social and economic contributions in many countries. However, women continue encountering numerous difficulties when engaging in entrepreneurial activities, particularly from a societal perspective. Therefore, it is necessary to study the underlying factors influencing women's entrepreneurial intentions that lead to their success in entrepreneurship. This study examines gender stereotype perceptions, perceived social support and self-efficacy in women's entrepreneurial intentions in Batik micro, small and medium enterprises (MSMEs) in West Java, Indonesia.

This study used a quantitative method by randomly distributing questionnaires to women entrepreneurs in the MSME sector in the batik craft industry in the Trusmi area, West Java, Indonesia. The research questionnaire was completed by 150 female entrepreneurs, and a structural equation model-partial least squares (PLS) was employed to examine the hypotheses proposed in this study.

The findings of this study revealed that gender stereotype perception and perceived social support have a positive and significant effect on self-efficacy. Gender stereotype perceptions affect women's entrepreneurial intentions, both directly and mediated by self-efficacy. Meanwhile, perceived social support has a significant effect on women's entrepreneurial intention only when it is mediated by self-efficacy.

This study presents empirical evidence on how gender stereotype perception, perceived social support and self-efficacy affect women's entrepreneurial intentions and establishes a novel conceptual framework for women's entrepreneurship in emerging economies. This study provides academic and practical implications by identifying the entrepreneurial intentions of women who have carried out entrepreneurial activities. This study also provides direction for policymakers to encourage women's entrepreneurial intentions.

The study's purpose is to present and empirically test a model that identifies academic self-concept as a mediator of the relationship between gender, sexual orientation and self-perceptions of leadership ability.

Surveys were administered to 964 first-year undergraduate students.

Academic self-concept mediated the relationship between gender and leadership for all subjects and for self-reported heterosexual subjects but not for self-reported nonheterosexual subjects.

Gender differences in leadership perceptions still exist and appear as early as the college years. The fact that academic self-concept did not mediate the relationship between gender and self-perceptions of leadership for nonheterosexual students might be explained by considering research that has identified different levels of gender conformity between straight and gay individuals.

Student self-perceptions of leadership could be improved if opportunities were provided for students showing that people other than White, male, heterosexuals can also be effective leaders. When women and underrepresented groups attain leadership positions in the workplace, it attracts others because it sends a message that this organization welcomes women and underrepresented groups in positions of leadership.

This study addresses a gap in the field by using the social identity theory of leadership to integrate conflicting research streams in the existing literature and by proposing that academic self-concept underlies the relationship between gender, sexual orientation and self-perceptions of leadership. The study responds to Bark et al.'s (2016) call for future research to consider how highly prototypical individuals have a key advantage in people's perceptions of their leadership.

Based on a model of employee personal gender self-categorization, we examine the relationships between prejudicial attitudes and experiences of aggression in a male-dominated workplace. Data collected from 603 employees in a male-dominated global workplace revealed that individuals who self-categorize as either males or females experience differential powerful emotions. Additionally, we found that the more anger experienced by employees who self-categorize either as males or females, the stronger their female prejudicial attitudes. In contrast, we found that contempt was negatively associated with female prejudicial attitudes; that is, the more contempt experienced by employees who self-categorize either as males or females, the weaker their female prejudicial attitudes.

In response to calls for more research on gender(s) in digital contexts, this paper aims to ask, how do individuals engage in self-presentation of their gender identities on social media?

Using a multi-method qualitative approach, this research explores the narratives of 17 Millennials as they negotiate their online gender expressions with a particular focus on the image-based social platforms, Facebook and Instagram. Specifically, in-depth interviews, a collage technique and visual data from informants’ social media pages were analyzed to identify emergent themes.

Drawing on the theoretical work of Goffman’s (1971) self-presentation and Butler’s (1999) gender performance, this research highlights a pervading discourse of authenticity or the desire for Millennial social media users to craft and perform a perceived “authentic self” online. This often entails both expressions of gender fluidly and gender policing. Further, four strategies emerge in the data which reveal how individuals negotiate and navigate their gendered self-presentation online, either in an agentic manner or as a protective measure.

While much research exists on online self-presentation, gender(s) has been under-researched in a digital context. Existing studies examine the content of social media pages (e.g. Facebook profiles or women’s Instagram pages) as it relates to gender, but largely do not explore the lived experiences and narratives of individuals as they negotiate their gendered expressions. In addition, the use of visual data through the collage technique adds valuable insight into how gender is experienced and performed. Findings reveal that while Millennials are often touted as a gender-fluid generation, tensions still exist in online gendered expressions.

Self-employment is often viewed as a more desirable work arrangement than working as an employee for a firm. Women are pushed into self-employment due to organizational factors, such as a shrinking workforce or limited job opportunities, while being attracted to self-employment by the many psychological and social benefits (e.g., independence, flexibility, work-life balance, job satisfaction). Despite more women moving into self-employment, this type of employment still has different financial consequences for men and women. This article investigates whether a pay gap exists for self-employed women after controlling for industry, occupation, and hours worked and seeks to quantify the gender wage gap for the self-employed. A sample of 467 self-employed independent contractors in the United States was examined from the 2008 National Study of the Changing Workforce. The results indicate a large financial disparity between self-employed women and men. On average men earned $54,959 as compared to women who earned on average $28,554. Regardless of the parity in education, work experience, number of hours worked, or occupations, women earn less than men in self-employment. Findings suggest the existence of the glass cage‐a phenomenon whereby self-employed women earn significantly less than self-employed men with limited abilities to narrow the economic inequality.

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 explore gender differences in terms of self-employment for US Millennials, relating them to working from home as well as other factors.

The authors use a population-based survey, the National Longitudinal Survey of Youth 1997, which allows to compare home-based vs non-home-based self-employed women and men on a wide variety of characteristics. Descriptive analyses reveal the unconditional relationships between the covariates of interest, and the authors use ordinary least squares regression to reveal the conditional correlations between working from home and earnings for both women and men.

The authors find that working from home is highly negatively correlated with earnings for women, but not for men, and that working from home may trump the other characteristics typically associated with lower earnings.

The regression subsample is relatively small (n = 245), leading to omitted variable bias in the regression. The “working-from-home” variable is potentially endogenous. The small sample size does not allow the authors to use detailed information on the self-employment industry. Future research should focus on finding larger samples and a way to instrument for working from home.

Work/life trends and communications technology have made working from home more prevalent (Mateyka et al., 2012). It is important for researchers and policymakers to understand the gendered implications of basing a business at home.

The study is the first to use population-based data to focus specifically on gender gaps in earnings of self-employed Millennials in relation to working from home.

In this chapter, I consider how and why gender continues to impact motivation, task engagement, self-regulation, and educational aspirations, choices, and outcomes among both boys and girls. How can motivation theory and research contribute to understanding gender differences in achievement at school, where girls now tend to do better than boys, especially in less advantaged social groups, and at work, where women still tend to achieve and earn less than similarly qualified men? In the first section of this chapter, I review evidence of gender-related motivational orientations whereby boys tend more to “prove and protect” and girls tend more to “doubt and try to improve” their abilities. I analyze the benefits and costs of these orientations, focusing on how they contribute to the superior school performance of girls, to spurring high-achieving boys to succeed more in later life than similarly able girls, and to placing lower-achieving boys, who often belong to minority groups, at particular risk for academic disengagement. I then consider how boys and girls construct and maintain motivating and motivated beliefs and strategies in interactions with parents, teachers, and peers within the social and educational contexts of their daily lives. In the final section, I first present some educational recommendations that follow from my analysis. I then engage directly with the overarching theme of this volume by considering some broad societal trends that present continuing challenges to educators concerned to promote optimal motivation for learning among both boys and girls in the twenty-first century.

Gender-diverse people experience unique cultural and interpersonal stigma in mainstream society and sometimes within their own communities; they face allegations of inauthenticity based on their nonconformity to either cisnormative or transnormative gender regimes. Based on 21 in-depth life history interviews, we unveil the intricate interactional process of negotiating identity and authenticity in the biographical work of gender-diverse individuals. In this study, gender-diverse people engaged in a “gender audit” with their gender-diverse interviewer. Gender audits yield verbal performances of gender with oneself and others. Ambiguity was “accounted for” or “embraced and created” in their biographical work to organize their life stories and undermine binary essentialism – a discourse that was “discursively constraining.” Gender audits took place in participants' day-to-day lives, either through self-audits, questioning from others, or both. In the final analysis, we assert that we all engage in gender auditing. Gender audits are intersubjective sites of domination, subordination, resistance, and social change. Gender diversity, then, can be viewed as a product of gender in flux.