The pink bias: Consumption choices of pink-colored products

The purpose of this paper is to contribute to a better understanding of the role of the heterosexual orientation on men's product choices in different consumption contexts. The research provides empirical evidence for a bias - here called pink bias - that leads male consumers to avoid consumption of pink-colored products because of a gender-related prejudice. An experimental study investigated the interplay of the consumption context (private/public) and product type (utilitarian/hedonic), and used heterosexual orientation as moderator. The findings confirmed the existence of a pink bias, according to which men tend to avoid consumption of pink-colored products, especially in public circumstances. In male consumers who feel less heterosexual, this effect could be driven by the fear that consuming pink-colored products in public contexts would expose their sexual orientation and align them with femininity. Moreover, pink-colored products could find success among heterosexual males only when they are exclusively for private use.

Automated summary

The research explores the impact of heterosexual orientation on men's product choices in different consumption contexts and confirms the existence of a "pink bias" that leads to avoidance of pink-colored products due to gender-related prejudice. The findings demonstrate that men tend to avoid consuming pink-colored products, especially in public circumstances, as it may lead to exposure of their sexual orientation and association with femininity. However, pink-colored products may find success among heterosexual males if exclusively used in private settings.