Can Digit Ratio and Gender Identity Predict Preferences for Consumption Options with a Distinct Gender Image?

TY - JOUR

T1 - Can Digit Ratio and Gender Identity Predict Preferences for Consumption Options with a Distinct Gender Image?

AU - Otterbring, Tobias

AU - Elbæk, Christian Truelsen

AU - Lu, Chaoren

PY - 2022/6

Y1 - 2022/6

N2 - This study investigated whether individuals’ preferences for masculine (vs. feminine) consumption options could be predicted by a biological sex cue (the 2D:4D digit ratio; a biomarker linked to prenatal testosterone exposure), and a psychological gender cue (self-perceived gender identity). Chinese participants (N = 216) indicated their preferences for a series of binary options that differed in their perceived gender image (e.g., romantic comedy vs. action thriller; pop music vs. hard rock), with one of the options evaluated as relatively more feminine and the other viewed as comparably more masculine. Participants also self-reported their gender identity and the length of their index and ring fingers, which was used to calculate their 2D:4D digit ratios. A low (male-typical) digit ratio and a masculine gender identity were both associated with more masculine preferences, regardless of participants’ biological sex. However, a low digit ratio predicted preferences for masculine consumption options only in female participants with a masculine gender identity, but not in those with a feminine gender identity. These findings add to the literature on whether and when biological sex cues and psychological gender cues can predict preferences for options with a distinct gender image and suggest that the connection between these cues is more complex in women than in men.

AB - This study investigated whether individuals’ preferences for masculine (vs. feminine) consumption options could be predicted by a biological sex cue (the 2D:4D digit ratio; a biomarker linked to prenatal testosterone exposure), and a psychological gender cue (self-perceived gender identity). Chinese participants (N = 216) indicated their preferences for a series of binary options that differed in their perceived gender image (e.g., romantic comedy vs. action thriller; pop music vs. hard rock), with one of the options evaluated as relatively more feminine and the other viewed as comparably more masculine. Participants also self-reported their gender identity and the length of their index and ring fingers, which was used to calculate their 2D:4D digit ratios. A low (male-typical) digit ratio and a masculine gender identity were both associated with more masculine preferences, regardless of participants’ biological sex. However, a low digit ratio predicted preferences for masculine consumption options only in female participants with a masculine gender identity, but not in those with a feminine gender identity. These findings add to the literature on whether and when biological sex cues and psychological gender cues can predict preferences for options with a distinct gender image and suggest that the connection between these cues is more complex in women than in men.

KW - digit ratio

KW - prenatal testosterone

KW - Masculinity

KW - Femininity

KW - gender identity

KW - Gendered marketing

UR - http://www.scopus.com/inward/record.url?scp=85133407078&partnerID=8YFLogxK

U2 - 10.3389/fpsyg.2022.923709

DO - 10.3389/fpsyg.2022.923709

M3 - Journal article

C2 - 35756313

SN - 1664-1078

VL - 13

JO - Frontiers in Psychology

JF - Frontiers in Psychology

M1 - 923709

ER -