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      Attitudes toward ads portraying women in decorative roles and female competition: an evolutionary psychology perspective

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      International Journal of Advertising
      Informa UK Limited

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            Social cognitive theory of gender development and differentiation.

            Human differentiation on the basis of gender is a fundamental phenomenon that affects virtually every aspect of people's daily lives. This article presents the social cognitive theory of gender role development and functioning. It specifies how gender conceptions are constructed from the complex mix of experiences and how they operate in concert with motivational and self-regulatory mechanisms to guide gender-linked conduct throughout the life course. The theory integrates psychological and sociostructural determinants within a unified conceptual structure. In this theoretical perspective, gender conceptions and roles are the product of a broad network of social influences operating interdependently in a variety of societal subsystems. Human evolution provides bodily structures and biological potentialities that permit a range of possibilities rather than dictate a fixed type of gender differentiation. People contribute to their self-development and bring about social changes that define and structure gender relationships through their agentic actions within the interrelated systems of influence.
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              Sex Differences in Jealousy: Evolution, Physiology, and Psychology

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                Author and article information

                Journal
                International Journal of Advertising
                International Journal of Advertising
                Informa UK Limited
                0265-0487
                1759-3948
                July 21 2016
                February 08 2016
                : 35
                : 5
                : 771-798
                Article
                10.1080/02650487.2016.1138576
                cc415c7e-0b51-473d-b151-703451fd8b69
                © 2016
                History

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