Can Digit Ratio and Gender Identity Predict Preferences for Consumption Options With a Distinct Gender Image?

This study investigated whether individuals' preferences for masculine (vs. feminine) consumption options could be predicted by a biological sex cue (the 2D:4D digit ratio; a biomarker linked to prenatal testosterone exposure), and a psychological gender cue (self-perceived gender identity). Chinese participants ( = 216) indicated their preferences for a series of binary options that differed in their perceived gender image (e.