Sökning: "Agnes Polkander"

Hittade 1 uppsats innehållade orden Agnes Polkander.

  1. 1. Shopping for Masculinity? Exploring Compensatory Masculinity Attitudes & Purchase Intentions in a Retail Context

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Melody Fu; Agnes Polkander; [2023]
    Nyckelord :Compensatory Masculinity; Masculinity Threat; Product Gender; Misogyny; Retail;

    Sammanfattning : Compensatory masculinity is an expression for when men exaggerate their masculinity in behaviors and cognitions, as a way to compensate for a self-perceived masculinity threat. This topic is especially relevant today considering the increased competitiveness of women, and the rise and popularity of misogynistic media and the potential effects it has on men. LÄS MER