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- Creators: Gibson, Jessica Lajoie
- Creators: Hayford, Sarah R.
- All Subjects: Men
Description
The study of son preference in India has been the focus of research for a few decades. The desire for sons leads to unfavorable consequences for daughters such as unequal access to resources, abortion, and female infanticide. Work on men's education and son preference is relatively scarce and this dissertation contributes to existing literature by exploring this relationship from a life course perspective. I have argued that education changes men's attitudes towards son preference by encouraging them to re-evaluate traditional gender roles and that this relationship is mediated by wealth. I use the National Family and Health Survey-III to examine fertility intentions and behaviors as measures of son preference. I have found support for some of my hypotheses. The findings from three studies walk through the different phases of reproduction for the Indian man. They show that son preference manifests itself at the beginning when there are no children, is strongly present after the birth of children, and then shows itself again at the end when the man wishes to stop childbearing. Being educated leads to the preference of sons being weaker and this is perhaps due to traditional gender roles being challenged. Wealth may mediate the relationship between men's education and son preference at the beginning, but does not act as a mediator once children are born.
ContributorsSabharwal, Rebha (Author) / Hayford, Sarah R. (Thesis advisor) / Agadjanian, Victor (Committee member) / Yabiku, Scott T (Committee member) / Arizona State University (Publisher)
Created2013
Description
This study aimed to extend beyond existing research on the male-grooming industry to examine the reality of marketing an everyday cosmetic product to men. This thesis contains a two-part original research study involving a qualitative, exploratory study (Study 1) clarifying college-aged men's attitudes toward male grooming products and makeup for men; and a quantitative, experimental study (Study 2) created to test theories developed from Study 1. Study 1 discovered a pattern among male participants of citing functional/medicinal qualities of male-grooming products as their justification for purchase. Study 2 tested whether this could be applied to makeup by comparing the effects of two advertisements for male cosmetic products on the likelihood of purchase of the product advertised. The main implications of this research suggest that one way to integrate makeup for men into the mainstream market is to release products in free trials before releasing them for sale, since men in the study were somewhat likely to use a free sample of the product in the test advertisements, but unwilling to purchase it. Additionally, the presence of acne in the participants moderated the effects of the ads such that men without acne were more likely to try a cosmetic product when presented with the medicinal benefits of the product in addition to the appearance-enhancing benefits, rather than appearance-enhancing benefits alone. Overall, men with acne were more willing than men without acne to use the product, regardless of the advertising appeal.
ContributorsGibson, Jessica Lajoie (Author) / Eaton, Kathryn (Thesis director) / Lisjak, Monika (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05