Gender-Deconstructing Consumption: Scale Development and Validation‪.‬

INTRODUCTION Among the many social and historical changes that have occurred in this century, none is more important or has more far reaching implications than changes in the role and economic status of women. Unsurprisingly, these changes have had and will continue to have a profound effect on business and public policy. It is, therefore, imperative that businesspeople, consumer advocates, and public policy makers attend to developments in this area. This article provides a scale which can be used to monitor changes in consumption preferences that flow from the evolution of gender ideology.