Abstract
Purpose: Marketers often assume that functional, hedonic and socially conspicuous utilities in choosing a brand differ for men and women, thus different marketing strategies are required for each gender. To date, most of the research studies have used self-reported measures when shopping in general or in regard to a single product. The purpose of this research is to examine this question using two different contexts of brand choice: single choice evaluation (SCE) and brand selection context (BSC). This assessment will clarify whether male and female utilities when choosing a brand are indeed inherent and consistent. Design/methodology/approach: Data were collected using surveys in three studies (N = 923). Conjoint analysis and ICLV (integrated choice and latent variables) models were examined. Findings: BSC analysis that more closely mimics real-life contexts revealed that the consideration of these utilities is generally similar for men and women, while the SCE analysis showed significant gender differences. Practical implications: In the context of choosing between brands, stereotypical gender targeting may be ineffective and might not be the best allocation of resources for marketers. Social implications: Gender stereotypes in advertising seem to reconstruct differences that are not significant in a realistic brand selection context. Originality/value: The context of choice was found to be a condition boundary for gender differences in brand choice considerations. Gender differences are not evolutionary or inherent.
Original language | English |
---|---|
Pages (from-to) | 1280-1304 |
Number of pages | 25 |
Journal | European Journal of Marketing |
Volume | 52 |
Issue number | 5-6 |
DOIs | |
State | Published - 16 Apr 2018 |
Keywords
- Brand selection context
- Brand utilities
- Gender differences
- Single choice evaluation
ASJC Scopus subject areas
- Marketing