LAUSR

Integrating insights from several different theoretical perspectives, this research formulates and tests a conceptualization of how men’s use of products containing features stereotypically associated with women (e.g., pink-colored products) induces them to become more supportive of women. This effect is held to arise because men’s use of pink products leads them to have an experience similar to the one associated with women, encouraging male users to adopt the perspective of women. In turn, this perspective-taking increases their willingness to engage in behaviors supportive of women. Across six studies, we found that when men used pink-colored products (e.g., pens, headphones, folders), they subsequently showed greater support for women, such as writing supportive messages, sharing information about gender equality, donating money, and volunteering. However, this effect diminished when men merely saw the pink products rather than used them, when their gender identity was threatened, or when the support target was not women. We also discussed the implications of these findings.