Product gender perceptions and antecedents of product gender congruence

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Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption (2016, background): “Research suggests that dark colors tend to be perceived as more masculine than light colors (Fugate and Phillips 2010), that traditional square, bold fonts tend to be perceived as more masculine than frilly, rounded, curlier fonts (Davies 2002; Gal and Wilkie 2010), and that words can carry…”
The effect of non-stereotypical gender role advertising on consumer evaluation (2016, methodology): “…we conducted a short face-to-face survey (n D 18) to explore the gendered image of 10 products by just measuring four items (e.g., ‘generally, women use this product more than men’ and ‘this product has a female-gendered image’) adapted from Debevec and Iyer (1986) and Fugate and Phillips (2010).”