Abstract:

Sex is an important variable of market segmentation to explain consumer behavior and the effect of sex on attributes attitudes and behaviors of consumers is examined in many of the researches of marketing literature Sex that examined as a demographic variable in consumer behavior researches means biological sex The other concept of "consumer identity" that had appeared in psychology literature since the 1930s and had taken effect on consumer researches since the 1960s means psychological sex Psychological sex is self assessment of a person depending on femininity and masculinity dimensions The changing gender roles of women and men affect the degree of their gender identities As for the changing gender identities of the individuals affect mainly information processing and many other consumer factors The main objective of this paper is to generate a conceptual framework to the specificity of the consumer identity for the consumer identity consumption

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