How Chinese adolescent girls perceive gender roles: a psychographic study

Kara Chan, Yu Leung Ng
  • Journal of Consumer Marketing, January 2013, Emerald
  • DOI: 10.1108/07363761311290830

Shanghai girls and their perceived gender roles

What is it about?

A quantitative study to examine how Chinese adolescent girls perceive about female gender roles and identities. Respondents were segmented into four groups named as conformists, aggressive pursuers, image protectors, and single-handers.

Why is it important?

Shanghai adolescents girls on the whole are active agents. They are keen to realise their dreams and potentials.

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