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An investigation into the relationship between clothing colors and gender stereotyping in children

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  • Xue, Zhebin
  • Li, Qing
  • Zhao, Jian
  • Zeng, Xianyi

Abstract

This paper investigates the relationship between children's clothing color and gender stereotyping, as well as the underlying mechanisms. Sample colors were chosen based on their representativeness and prevalence, and characterized using the HSB (Hue-Saturation-Brightness) color model. Through sensory experiments, it is found that most colors have varying degrees of gender association. The paper explores the general principle of how gender stereotyping is induced from the perspective of the CMY color theory and analyzes the relationship between color brightness, saturation, and gender stereotyping by establishing regressional models. It is also found that the formation of gender stereotypes in children's clothing is related to people's different expectations for the temperament and behavior patterns of children of different genders through perceptual experiments. Understanding the gender tendencies conveyed by colors can offer designers guidance in the application of colors when creating products targeted at specific markets characterized by different gender cognitive inclinations. Besides, the findings of the study will inform future research in the fields of clothing psychology and children's gender cognition education.

Suggested Citation

  • Xue, Zhebin & Li, Qing & Zhao, Jian & Zeng, Xianyi, 2024. "An investigation into the relationship between clothing colors and gender stereotyping in children," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003107
    DOI: 10.1016/j.jretconser.2023.103559
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    References listed on IDEAS

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    1. Hani Mansour & Daniel I. Rees & Bryson M. Rintala & Nathan N. Wozny, 2022. "The Effects of Professor Gender on the Postgraduation Outcomes of Female Students," ILR Review, Cornell University, ILR School, vol. 75(3), pages 693-715, May.
    2. Feng, Zhong-kai & Niu, Wen-jing & Cheng, Chun-tian & Liao, Sheng-li, 2017. "Hydropower system operation optimization by discrete differential dynamic programming based on orthogonal experiment design," Energy, Elsevier, vol. 126(C), pages 720-732.
    3. Ketron, Seth & Spears, Nancy, 2020. "Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Enav, Friedmann & Daphna, Brueller, 2018. "Is stereotypical gender targeting effective for increasing service choice?," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 35-44.
    5. Kim, Dongyoup & Hyun, Hyowon & Park, Jungkun, 2020. "The effect of interior color on customers’ aesthetic perception, emotion, and behavior in the luxury service," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
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    Cited by:

    1. Behera, Rajat Kumar & Bala, Pradip Kumar & Rana, Nripendra P., 2024. "Assessing the intention to adopt computational intelligence in interactive marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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