Sekścińska Katarzyna, Trzcińska Agata, Maison Dominika A
Faculty of Psychology, University of Warsaw Warsaw, Poland.
Front Psychol. 2016 Mar 17;7:365. doi: 10.3389/fpsyg.2016.00365. eCollection 2016.
In recent times, the changes occurring in the social role of women and men have been observed. Traditionally, the dominating social role of the woman was as housewife, and that of the man was focused on work and family maintenance. Nowadays, the social role of women is evolving in the direction of taking a profession, while increasingly men are taking care of the household. The main goal of the studies presented here was to verify how the activation of different social roles (traditional or non-traditional) may be reflected in women's financial and consumer choices. Three experimental studies were conducted. In the first study (n = 195 females), three different social roles of women - professional (non-traditional), housewife (traditional) and neutral (control) - were activated. The results showed that activating women's non-traditional social role increased their tendency to invest and decreased their propensity to save money compared to the activation of the traditional or neutral social role. The goal of the second study (n = 196 females) was to check whether, despite there being no differences in the level of consumption in the first study, can any differences be observed in the preference for the type of products chosen for consumption. The results showed that activating the non-traditional social role raised the propensity to spend funds on products and services for individual use and reduced the willingness to buy goods for collective use (shared with other members of the household). The purpose of the third study (n = 90 females) was to examine how different images of women appearing in advertisements may affect women's judgments of the advertised product. Women who watched the ad with woman in the non-traditional social role estimated the product quality, look, color and price higher that participants exposed to the advertisement presenting the woman in traditional or neutral social role. The present studies give some evidence that the new, non-traditional social role of women that is often presented in the media may affect women's everyday financial choices and judgments of products.
近年来，人们观察到男性和女性社会角色的变化。传统上，女性占主导地位的社会角色是家庭主妇，而男性的社会角色则集中在工作和维持家庭生计上。如今，女性的社会角色正朝着从事职业的方向发展，而越来越多的男性则承担起家务。本文所呈现研究的主要目的是验证不同社会角色（传统或非传统）的激活如何反映在女性的财务和消费选择上。进行了三项实验研究。在第一项研究（n = 195名女性）中，激活了女性的三种不同社会角色——职业女性（非传统）、家庭主妇（传统）和中性（对照）。结果表明，与激活传统或中性社会角色相比，激活女性的非传统社会角色会增加她们的投资倾向，降低她们存钱的倾向。第二项研究（n = 196名女性）的目的是检查，尽管在第一项研究中消费水平没有差异，但在消费所选择产品类型的偏好上是否能观察到任何差异。结果表明，激活非传统社会角色会增加将资金花在个人使用的产品和服务上的倾向，并降低购买集体使用（与家庭其他成员共享）商品的意愿。第三项研究（n = 90名女性）的目的是研究广告中出现的不同女性形象如何影响女性对广告产品的判断。观看非传统社会角色女性广告的女性对产品质量、外观、颜色和价格的评价高于观看呈现传统或中性社会角色女性广告的参与者。目前的研究提供了一些证据，表明媒体中经常呈现的女性新的非传统社会角色可能会影响女性日常的财务选择和对产品的判断。
