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Universal Dimensions of Power and Gender: Consumption, Survival and Helping

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Universal Dimensions of Power and Gender: Consumption, Survival and Helping UNIVERSAL DIMENSIONS OF POWER AND GENDER: CONSUMPTION, SURVIVAL AND HELPING BY KIJU JUNG DISSERTATION Submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Business Administration in the Graduate College of the University of Illinois at Urbana-Champaign, 2014 Urbana, Illinois Doctoral Committee: Diane and Steven N. Miller Professor Madhu Viswanathan, Chair Professor Emeritus Robert S. Wyer, Jr. Walter H. Stellner Professor Sharon Shavitt Martin Fishbein Professor Dolores Albarracín, University of Pennsylvania ABSTRACT There have been numerous approaches to gender and power to better understand human decision making and behaviors, reflecting the multidimensional nature of power and gender as well as their omnipresent influence on human functioning. However, extant research on power and gender has paid singular attention to each of them despite the potential association between them. Considering distinct substantive areas such as consumption, survival, and helping, this dissertation aims to show the dynamic interplay of power and gender in human-human interactions (essay 1) and in the human-nonhuman interactions (essays 2 and 3). Essay 1 examines whether and how individuals’ state of power affects consumption choices for self and others and whether the effect of power on consumption choices is contingent on individuals’ gender and its match or mismatch with the other’s gender. Essay 2 examines how people respond to a powerful natural force which is gendered through its assigned name (hurricane) in the context of preparedness and survival. One archival study and six lab experiments provide converging evidence that people judge hurricane risks in the context of gender-based expectations and female-named hurricanes elicit less preparedness and more fatalities than do male-named hurricanes. Essay 3 demonstrates that the gender of victims and the gender of hurricanes combine to influence individuals’ helping for victims. Three lab experiments show that a female victim receives more aid than a male victim when the gender of a hurricane is made salient and its assigned name is masculine (vs. feminine). This dissertation contributes to our understanding of how power and gender interact and how they combine to influence individuals’ behaviors, with implications for various stakeholders such as marketers (essay 1), social marketers (essay 3), policymakers and media practitioners (essay 2) and consumers (essay 1, 2 and 3). ii For my wife “Heejong Park,” son “Jayden Seohyun Jung,” parents “Kyungsoon Kang and Yoosub Jung,” and sister “Mihee Jung” iii ACKNOWLEDGMENTS This dissertation is an outcome of a long and exciting journey together with many people to whom I am greatly indebted. I could not have completed this dissertation without the support of my academic mentors and friends at the University of Illinois and my family. First of all, I have received unlimited and unconditional support from my advisor, Dr. Madhu Viswanathan, both emotionally and intellectually since I decided to pursue my academic career in 2008. He is the most influential person in my academic life. It is impossible to thank him enough for his brilliant input, unconditional support and patience. In addition, I would like to thank my wonderful committee members. Dr. Robert S. Wyer is the very person who led me to be interested in a broad range of human behaviors and their psychological antecedents. He has been the most exemplary scholar for me. It has been a great pleasure and honor to learn from and work with him. Dr. Sharon Shavitt has been always available and willing to listen when I encounter bumps. She has provided me with intellectual nutrients with which I could evolve as a scholar. Dr. Dolores Albarracín has taught me a great deal about research and provided insightful and constructive feedback. She is always amazing as a mentor. In addition, I have been so fortunate that I have met wonderful colleagues and friends in the Marketing Group: Srinivas Venugopal, Greg Fisher, Yoosun Han, Erik Bushey, Mina Kwon, Duo Jiang, Xuefeng Liu, Erin Ha, Lidan Xu, Hyewon Cho, Robert Alfonso, Yaxian Xie, and Kezhou Wang. I have heavily counted on their encouragement and optimism, and they have made many of my days at the University of Illinois. Finally, I would like to thank my wife, “Heejong Park,” parents, “Kyungsoon Kang and Yoosub Jung,” and a sister, “Mihee Jung,” for always believing in me even at times I doubted myself. iv TABLE OF CONTENTS LIST OF TABLES ......................................................................................................................... ix LIST OF FIGURES ........................................................................................................................ x CHAPTER 1: INTRODUCTION ................................................................................................... 1 1.1. Motivation of Dissertation ................................................................................................... 1 1.2. Overview of Three Essays.................................................................................................... 2 CHAPTER 2: POWER, GENDER AND CONSUMPTION (ESSAY 1) ...................................... 6 2.1. Introduction .......................................................................................................................... 6 2.2. Literature Review ................................................................................................................. 7 2.2.1. Gender difference and gender stereotypic beliefs ....................................................... 7 2.2.2. Power and consumption ............................................................................................. 10 2.3. Conceptual Framework and Hypotheses ............................................................................ 12 2.4. Experiment 1A ................................................................................................................... 18 2.4.1. Overview ..................................................................................................................... 18 2.4.2. Method ......................................................................................................................... 18 2.4.3. Results and discussion ................................................................................................. 20 2.5. Experiment 1B.................................................................................................................... 22 2.5.1. Overview ..................................................................................................................... 22 2.5.2. Method ......................................................................................................................... 22 2.5.3. Results and discussion ................................................................................................. 23 2.6. Experiment 1C.................................................................................................................... 25 2.6.1. Overview ..................................................................................................................... 25 2.6.2. Method ......................................................................................................................... 25 2.6.3. Results and discussion ................................................................................................. 26 2.7. Experiment 1D ................................................................................................................... 35 2.7.1. Overview ..................................................................................................................... 35 2.7.2. Method ......................................................................................................................... 35 2.7.3. Results and discussion ................................................................................................. 36 2.8. Discussion .......................................................................................................................... 44 2.8.1. Summary of findings ................................................................................................... 44 2.8.2. Theoretical and practical implications ......................................................................... 46 v 2. 8. 3. Limitations and future directions ............................................................................... 46 CHAPTER 3: POWER, GENDER AND SURVIVAL (ESSAY 2) ............................................. 49 3.1. Introduction ........................................................................................................................ 49 3.2. Literature Review ............................................................................................................... 50 3.2.1. Hurricane and hurricane naming ................................................................................. 50 3.2.2. Individuals’ responses to hurricanes............................................................................ 52 3.3. Conceptual framework and hypotheses.............................................................................. 53 3.4. Archival Study.................................................................................................................... 55 3.4.1. Overview ....................................................................................................................
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