This dissertation has proposed three essays, and have proposed the comprehensive models of the consumer to consumer encounter (C2C encounter) , process and its subsequent stereotypic effect on product preference in different product and social context. It has mainly focused on the context dependency in stereotypic activation of context-specific attributes of the other consumer. These models are built upon a very sound framework based on the socio-psychological literature.
The first model has proposed the gender difference in self-stereotyping and stereotyping of others and its subsequent effect on their social and buying behavior in C2C encounter. It has proposed the three unique element which are responsible for the gender difference in social and buying behavior, by introducing a new phenomenon, it termed as “the triadic gender effect”. This dissertation has further investigated the triadic gender effect on the susceptibility to gender bias and ageism.
The second model has proposed the Category-by-Context model of the cognitive-informational conformity in case of the C2C encounter.
The third research has further investigated the role of implicit theories of personality in C2C encounter effect.
The unique contribution of this dissertation includes, the phenomenon of C2C encounter; the comprehensive models proposed, which includes, “the triadic effect model” and “the Category-by-Context model of the cognitive-informational conformity”; the role of personality theories, the most common and universal reference groups based on age and gender and the experimental methodology.

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