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The purpose of this study was to understand how male and female consumers differently evaluate sustainability claims from brands and how brands’ sustainability efforts and the presence/absence of information transparency in the claims affect their brand schemas differently.

Five hundred participants were recruited for an online experiment implementing both treatment and message variance. PROCESS, a recently developed regression-based bootstrapping technique was used to test the hypotheses.

Males were more likely than females to rely on their existing schemas for judgment in case of Made in USA but not Fair Labor claims. The presence of information transparency in claims reduced participants’ reliance on their schemas.

The findings might be helpful for brands to design marketing claims with specific customer segments to stand out amidst advertisement clutter. Especially, brands targeting male consumers might try to build strong brand schemas starting the early stages of brand image building as males tend to consistently rely on their schemas for judgment. On the other hand, brands might benefit from providing transparent information about their sustainability efforts in their claims (especially those related to Made in USA) while targeting female consumers. However, irrespective of gender, brands might benefit from making claims with information transparency.

This study investigated the influence of gender in evaluation of brands’ sustainability claims and the role of information transparency in the process, thereby filling a gap in literature. It is one of the very few studies to empirically investigate not only whether males and females are different in their information processing styles but also how such differences arise.

This paper seeks to challenge the tendency to represent gender as a unitary theoretical construct; and would argue for a more differentiated view of how the psychological aspects of gender influence the consumption of advertising. We use a small‐scale exploratory study to examine the potential impact of gender identity within consumers’ self‐schemas on their consumption of advertising. Bem’s Sex Role Inventory (SRI) was administered to 25 young adults who then watched video clips of two television advertisements. The focus group discussions about the two advertisements were analysed within the context of the respondents’ gender schemas identified via the Bem SRI scores: masculine, feminine, androgynous or undifferentiated. The centrality of gender identity to self‐schemas affected how consumers processed and interpreted the advertising. This provides support for a more differentiated approach to representing men and women within gender research and advertising because gender groups are neither necessarily homogeneous nor isomorphic with sex.

This qualitative study explores college students’ gender schemas. Sandra Bem’s pioneering work on sex roles and gender schemata are highlighted.

Over 600 college students at a diverse southeastern university were asked to describe the advantages and disadvantages to men’s and women’s gender. Although the question was framed broadly, students devoted significant attention to issues surrounding work and family, highlighting the importance of these roles to their understanding of gender. Over 6,800 responses were coded in The Ethnograph software.

The results showed a gendered schema among these students, with gendered views of work and family, in which men are associated with work and women largely with family. Some racial patterns are also discussed.

This chapter ends with a discussion on how the gender schemas expressed support and maintained a separation of work and family.

The purpose of this paper is to investigate what metadata elements for access points currently exist to represent diverse library reading materials, either in libraries or from external sources, as well as what metadata elements for access points are currently not present but are necessary to represent diverse library reading materials.

A field scan of thirteen contemporary metadata schemas identified elements that might serve as potential access points regarding the diversity status of resource creators as well as topical or thematic content. Elements were semantically mapped using a metadata crosswalk to understand the intellectual and conceptual space of the elements. Element definitions and application of controlled vocabularies were also examined where possible to offer an additional context.

Metadata elements describing gender, occupation, geographic region, audience and age currently exist in many schemas and could potentially be used to offer access to diverse library materials. However, metadata elements necessary to represent racial, ethnic, national and cultural identity are currently not present in specific forms necessary for enabling resource access and collection assessment. The lack of distinct elements contributes to the implicit erasure of marginalized identities.

The search for metadata describing diversity is a first step toward enabling more systematic access to diverse library materials. The need for systematic description of diversity to make visible and promote diverse materials is highlighted in this paper. Though the subject of this paper is library organization systems and, for clarity, uses terms specific to the library profession, the issues present are relevant to all information professionals and knowledge organization systems.

Entrepreneurial intention of students is frequently used in entrepreneurship research as an indicator of creativity, innovativeness and entrepreneurial mindset. The entrepreneurship courses offered by engineering disciplines do not always have the expected outcomes, while differences are observed on students' entrepreneurial intention. These differences sometimes stem from the stereotypical beliefs about entrepreneurship, in favor of masculinity. Although these anachronistic perceptions gradually fade in the society, personality traits attributed to “traditional” gender schemas still have an impact on students' career choices, especially in academic fields considered “masculine,” such as information technology. The purpose of this paper is to examine the impact of gender-typed personality (GTP) on students' entrepreneurial intentions (EI) and identify differences between genders.

The impact of GTP traits on students' entrepreneurial intention is examined using gender schema theory and the theory of planned behavior (TPB) based on a sample of 321 university students of information technology. Structural equation models are used for the investigation of causal effects and group differences.

The results indicate significant interaction of GTP traits on the EI for both male and female students. However, no significant differences were found in the perception of gender schemas between males and females, which clearly suggests that the attribution of these traits to a specific gender nowadays is false.

The results offer convincing explanation of the differences observed in EI between the two genders and have both theoretical and practical implications for entrepreneurship education.

The paper's aim is to make the a priori gender scripts visible in order to discuss their role in decision‐making processes in business contexts.

In order to get access to hidden and unconscious gender scripts, an innovative qualitative method, called mind‐scripting, was applied. Mind‐scripting is a discursive method based on “memory work” and allows for analyzing and deconstructing implicit assumptions in social interactions.

The selected results show on the one side that people are steadily using their hidden assumptions and scripts to make sense out of specific social situations. On the other side it could be shown that the application of sex‐based stereotypes does not depend on the sex of the person alone, but depends strongly on the gendered construction of the interaction. In the case of bargaining it could be shown that bargaining is (still) a rather masculine construction with respect to manly connoted scripts and schemata.

The paper gives a substantial incentive to change the perspective of bargaining research related to gender issues: instead of simply searching for sex differences or for sex‐based stereotypes it is necessary to have a closer look at the gendered constructions of the according social interactions.

The method of mind‐scripting is used to analyze gender scripts in a bargaining context. Furthermore, the paper is the first which deals with a combination of gendered scripts and schemata and sex‐related stereotypes in this way.

This article examines how perceived instructor leadership style mediates the students' gender‐instruction effectiveness relationship. We administered the multifactor leadership questionnaire to a convenient sample of 360 undergraduate and graduate students drawn from a mid‐west research university (USA) over two consecutive semesters. Partial mediation was indicated as students' gender discriminated perception of certain instructor leadership styles that were positively associated with instructional outcomes. However, gender itself did not discriminate instructional outcomes. Further our results showed that both female and male students converged on unfavorable assessment of instructors who exhibit passive management‐by‐exception. These instructors were perceived as ineffective, unable to draw extra effort, and unsatisfactory. Overall, the results indicated a favorable assessment of active management‐by‐exemption, contingent reward, and transformational leadership behaviors by both genders. This research therefore indicates the importance of these three leadership skills for instruction and learning effectiveness.

Science, technology, engineering, mathematics and medicine (STEMM) workplaces worldwide remain stubbornly resistant to gender equality initiatives. Leaders are vital to driving change, but the extent to which their capabilities lead to change remains unknown. This article examines STEMM leaders' gender competence to achieving transformative changes in gender inequality.

This article examines the capability of STEMM leaders to act as change agents through an in-depth, qualitative analysis of perceptions of gender inequality, sexual harassment, sex discrimination and gender bias within their organisations. Findings are analysed using a customised tripartite gender competence schema, comprising commitment, knowledge and method (or know-how).

The findings suggest that while STEMM leaders may express a commitment to addressing gender inequality, misapprehensions about the nature and scope of the problem are likely to hamper efforts. Two key misapprehensions standout: a tendency to frame gender inequality in primarily numerical terms; and recourse to blaming external factors beyond STEMM for gender inequality in STEMM.

This article makes an original contribution by examining the gender competence of leaders in STEMM organisations, which has not been previously researched. The findings extend understanding of the salience of leaders' capabilities to lead change by identifying key gaps and misapprehensions in STEMM leaders' understanding of the nature and scope of the problem.

The novel coronavirus (nCoV) pandemic, and the challenges of social distancing, proffer a unique opportunity to re-explore the role of social network support in entrepreneurship. Applying social support theory and gender schema theory, this study aims to examine the gender-based differences in prospective entrepreneurs' reliance on their social networks in their entrepreneurial journey amid social turmoil.

The authors collected two-stage primary survey data of prospective entrepreneurs within the pandemic's timeframe from Science and Technology Parks in Iran, one of the first countries to deal with the first, second and third waves of the 2019-nCoV virus.

The findings demonstrate that female entrepreneurs rely more strongly on their social network support for guidance and encouragement, which positively affects their opportunity intention. While this effect is also seen in men, the effect size is smaller. Also, prospective female entrepreneurs were generally more dissuaded from opportunity intention by the severe perceived environmental uncertainty of the crisis than were men.

Prior research on the interaction between social network support and opportunity intentions has been examined in the context of socio-economic normalcy. The authors test whether, how and why these interactions hold in times of crisis, with especial attention to the mechanisms of experienced stress, perceived environmental uncertainty and idea innovativeness.

Biological sex is an important segmenting variable in marketing. Yet its ability to meaningfully distinguish beyond the female/male dichotomy is limited. With traditional gender roles continuously shifting and contemporary fluid conceptualizations of gender altering the consumption mainstream, the diverse and multi-faceted behaviours related to gender elude market segment distinctions that are based on biological sex alone. Thus far, researchers have had only limited success applying the concept of gender identity and gender schema theory to inform marketing research and management. The purpose of this study is to further develop a consumer decision-oriented scale that addresses this gap by providing a more sensitive method of segmentation.

The scale was validated according to common psychological scale development techniques.

Not only does the Consumption Gender Scale predict the behaviours and media preferences of traditional, gender-schematic male and female consumer segments, but it also accounts for the variance in the behaviours of gender-aschematic non-traditional men and women. We demonstrate the scale’s predictive power in two experimental studies and discuss its potential to serve as an intermediary variable that can predict product attitudes and purchase intentions on social media.

The Consumption Gender Scale was based on surveys and experiments conducted in the USA. Future research could examine the suitability of the scale in other cultural contexts.

The Consumption Gender Scale provides a finer taxonomy for organizations to use in segmenting their target market on the basis of consumption-relevant gender rather than biological sex. Consequently, it also provides opportunities for managers to fine-tune their media-planning efforts.

Biological sex as the main segmenting variable has become inadequate because of ongoing shifts in gender roles and changes in associated consumption behaviours. To address the shortcomings of traditional methods, we advocate for and validate a continuous measurement scale.