Journal
JOURNAL OF CONSUMER RESEARCH
Volume 45, Issue 5, Pages 1117-1137Publisher
OXFORD UNIV PRESS INC
DOI: 10.1093/jcr/ucy038
Keywords
parenting motivation; gender stereotypes; intertemporal choice
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Funding
- University of Kansas General Research Fund
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Parenting has been a central activity throughout human history, yet little research has examined the parental care motivation system on preferences and decision-making. Because successful parenting involves caring for both a child's immediate and long-term needs, we consider whether parenting motivation leads people to focus more on the present or on the future. A series of five experiments reveals that parenting motivation activates gender-specific stereotypes of parental roles, leading men to be more future-focused and women to be more present-focused. These shifts in temporal focus produce gender differences in temporal preferences, as manifested in intertemporal decisions (preferences for smaller, immediate rewards vs. larger, future ones) and attitudes toward a marketplace entity with inherent temporal tradeoffs (i.e., rent-to-own businesses). Reversing gender role stereotypes also reverses these gender differences, suggesting downstream effects of parenting motivation may be due, at least in part, to stereotypes about familial division of labor.
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