Is stereotypical gender targeting effective for increasing service choice?

Friedmann Enav and Brueller Daphna

Journal of Retailing and Consumer Services, 2018, vol. 44, issue C, 35-44

Abstract: The popular notion in marketing is that different strategies are required for each gender: women are more experiential, whereas men are more instrumental. Most research has examined these differences regarding the single choice evaluation of a brand (SCE) and not in a brand selection context (BSC) between alternatives.

Keywords: Gender differences; Brand selection context; Single choice evaluation (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:44:y:2018:i:c:p:35-44

DOI: 10.1016/j.jretconser.2018.05.010

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