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This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity.

This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands.

Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions.

Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research.

This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands.

This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.

This study was conducted on children and adolescents from the three tribal cultures from Northern Tanzania: the Hadza, the Datoga and the Iraqw. The comparative data on aggression and conflict management skills were measured at Endomaga Boarding School, Lake Eyasi, Mangola in Northern Tanzania, in 2005‐2006. The final sample included 219 children, ranging from 7 to 20 years of age. No sex differences were found in self‐ratings or frequency of occurrence of physical, verbal and indirect aggression in Iraqw children and adolescents, or in self‐ratings in Hadza. Hadza boys reported a higher occurrence of physical and indirect aggression during the previous week compared to girls. No differences between the sexes were found in constructive conflict resolution and third‐party interventions practiced by Iraqw and Datoga children and self‐ratings in Hadza. Hadza boys reported a higher frequency of constructive conflict resolution and third‐party interventions compared to girls. Significant sexual dimorphism on the 2D:4D ratio was found for our African sample. A significant negative correlation between the right hand 2D:4D ratio and ratings on physical aggression was found for the girls. The girls with the lowest finger index estimated themselves as more verbally aggressive, compared to girls with a medium 2D:4D ratio.

The purpose of this paper is to show how both the presentation and limitation of visual choices in massively multiplayer online role‐playing games (MMORPG) avatar creation interfaces tends to exclude or favor different real life social groups.

A novel method combining both quantitative and critical analysis of the syntagmatic‐paradigmatic structure of MMORPG avatar creation interfaces is used to inform the findings of this study.

This study concludes that as cultural interfaces, current fantasy themed MMORPGs remediate socially exclusive values both from fantasy literature and from their own game lore. The socially exclusive values deal largely with extreme and immutable racial and sexual dimorphism.

Interfaces which present users with color palettes and/or smooth slider‐based body modifiers do not lend themselves well to this method of analysis. In addition to this, only a handful of the popular MMORPGs are analyzed within the body of this work.

This paper demonstrates that MMORPG players and designers need to be more aware about how they are constructing and embedding social values in their worlds. Avatars are critical conduits for online social dynamics and embedding socially exclusive values may transfer negative ideologies from old media to new.

This paper offers one of the earliest critiques of embedded values in avatar creation interfaces of MMORPGs. The paper aims to begin discussion on an overlooked area of now popular media that has not received any critical attention regarding its embedded messages of social inclusiveness or exclusiveness.

Aristotle's Politics provides an example of what a biopolitical science might look like. Three key elements stand out: (1) an account of political structure as a multilevel society including kin and non-kin relationships; (2) an account of the human species that includes comparison with other social species that are capable of coordinated action; and (3) an emphasis on the human capacity to understand and communicate moral rules. Over the last 50 years, a number of research programs in evolutionary anthropology have provided the basis for a biopolitical science that maps onto the elements above. Schultz, Opie, and Atkinson describe the trajectory of human evolution from solitary to a pair bonded, familial species. Michael Tomasello's two-step account of the evolution of human cooperation shows how the ancestral humans went from merely gregarious to genuinely political animals. Christopher Boehm shows how the human capacity for moral emotions and decision making by consensus developed. Richard Wrangham provides evidence that the suppression of reactive aggression by ancestral human societies resulted in a self-domesticated species, a process that enhanced the human capacity for cooperation and communication. Bernard Chapais argued that the emergence of pair bonding among ancestral humans laid the foundation for both consanguineal and affinal kinship structures. That these bodies of research hold together can best be seen when they are viewed in light of Aristotle's biopolitical science.

This study aims to examine how variations in the perceived gender (a)typicality of front-line staff impact on consumer spending. Gender typicality is defined here as traditionally masculine-looking men and feminine-looking women, whereas gender atypicality, in contrast, refers to feminine-looking men and masculine-looking women.

Using an experimental design, the authors use simulated consumption scenarios across two separate studies, one in the USA and the other in South Korea. In each study, the authors investigate main and interaction effects in relation to front-line employees’ race (white vis-à-vis Asian) and baseline gender (originally male vis-à-vis originally female).

Across the two studies, consumers spent more money with gender-typical female front-line staff or, alternatively stated, less money with more masculine-looking female front-line staff. The effect of the male service staff was more complicated. In both countries, the authors found a significant consumer preference for gender-atypical (i.e. more feminine-looking), Asian male employees, compared to more masculine-looking Asian men.

The experimental design strengthens claims of not only good internal validity but also weakens the generalizability of the findings. Field research is needed to explore these effects in various workplaces and sectors. The authors also acknowledge the limitations of operationalizing the gender (a)typicality of front-line staff by manipulating facial structures. Future research should manipulate gender (a)typicality using sociological and performative indicators.

The authors contribute to ongoing debates surrounding the legality and ethics of regulating employee appearance in the workplace. Employers must consider whether this type of “lookism” is legally and morally defensible.

This is, to the knowledge, the first-ever study to examine the effect of front-line employee gender non-conformity on consumer behavior and decision-making. The authors show how variations in perceived gender (a)typicality can, variously, promote or retard consumer spending. The study is original in that it shifts the debate from traditional studies of between-gender differences to a focus on within-gender differences. The key value of the research is that it shines a much-needed light on the changing role of gender in the workplace.

In the binary sex-segregated space of professional sports, sex-gender diversity is met with suspicion, derision and exclusion. In the United States, along with widespread anti-trans policies at various societal levels, legislations and regulations are being pushed to limit or eliminate transgender athletes from competing in all levels of sports. However, little scholarship has considered the implications of the presence of nonbinary athletes, those who identify outside the spectrum of man and woman, beyond the conversation of a ‘third gender’ category in sport. In this chapter, I seek to examine how nonbinary athletes embody disobedience by challenging the binary categorization of sex-gender within professional sports. I explore the racialized embodiment of sex and gender in professional women's sports, specifically WNBA player Layshia Clarendon. I explore how disobedience is employed to incite resistance against the narrow sex-gender categories that are forced upon athletes. Finally, I argue that embodied disobedience provides a key pathway for nonbinary athletes to undermine the regulatory nature of sex-gender categorization in sport. Particularly, nonbinary athletes may seek medical and social forms of gender affirmation, while simultaneously embodying disobedience by continuing to actively participate in professional sports categories in which they may not neatly fit.

In this chapter, I use the term “biopolitics” to mean evolutionarily informed political science. Politics has been characterized as “Who gets what, when, and how” (Lasswell, 1936), but rather than about material possessions, politics is understood to be about power, more specifically about collective power, especially differential group power competition, hierarchy and stratification in power distribution, and the universal struggle to enhance power, and to maintain or challenge/destroy this status quo. Politics “should be found in any system of nature in which conflicts of interest exist among cooperating organic units” (Johnson, 1995, p. 279). My main focus will be competitive intergroup relations in monkeys and apes, or as I (van der Dennen, 1995) called it “intergroup agonistic behavior” (IAB). I also briefly treat interindividual and intercoalitionary agonistic behavior when relevant.