{"product_id":"effects-of-gender-marketing-on-consumer-behaviour-von-tobias-wolf","title":"Effects of gender marketing on consumer behaviour","description":"\u003cp\u003eSeminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: B+, BI - Norwegian School of Management (Norwegian School of Management), course: Understanding the Consumer, language: English, abstract: Introduction\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eConsumers decision-making styles are supposed to represent a durable cognitive\u003c\/p\u003e\u003cp\u003eorientation towards shopping and purchasing that dominates choices. Therefore\u003c\/p\u003e\u003cp\u003ethey should be important to marketers because they are linked to purchase\u003c\/p\u003e\u003cp\u003ebehaviour and sales inseparably (Mitchell and Walsh 2004).\u003c\/p\u003e\u003cp\u003eBristor and Fischer (1993) stated, ¿gender is a social concept referring to\u003c\/p\u003e\u003cp\u003epsychologically, sociologically, or culturally rooted traits, attitudes, beliefs, and\u003c\/p\u003e\u003cp\u003ebehavioural tendencies. Because gender is a pervasive filter through which\u003c\/p\u003e\u003cp\u003eindividuals experience their social world, consumption activities are\u003c\/p\u003e\u003cp\u003efundamentally gendered.¿\u003c\/p\u003e\u003cp\u003eWhen Gender Marketing was developed in the United States 15 years ago, it\u003c\/p\u003e\u003cp\u003eevolved out of the diversity approach. To realize that men¿s and women¿s needs\u003c\/p\u003e\u003cp\u003eare different and that products are not gender neutral was just a logical\u003c\/p\u003e\u003cp\u003econsequence out of the practice with differing consumer needs within different\u003c\/p\u003e\u003cp\u003eethnical, religious or cultural groups (Flocke 2006).\u003c\/p\u003e\u003cp\u003eThe main goal of gender marketing is to implement differing needs of men and\u003c\/p\u003e\u003cp\u003ewomen into the development, distribution, price setting and communication of\u003c\/p\u003e\u003cp\u003eproducts and services. Maintainers of this approach consider it as important\u003c\/p\u003e\u003cp\u003ebecause of the emerging differences between men and women in their way to\u003c\/p\u003e\u003cp\u003earticulate consumption desires, making purchase intentions or evaluate products\u003c\/p\u003e\u003cp\u003e(Flocke 2006).\u003c\/p\u003e\u003cp\u003eAccording to Mitchell and Walsh (2004) ¿males and females want different\u003c\/p\u003e\u003cp\u003eproducts and they are likely to have different ways of thinking about obtaining\u003c\/p\u003e\u003cp\u003ethese¿ (:331).\u003c\/p\u003e\u003cp\u003eThe aim of this paper is to find out how the commitment to a product is increasing\u003c\/p\u003e\u003cp\u003eby using gender specific advertisement compared to gender neutral advertisement.\u003c\/p\u003e\u003cp\u003eTherefore, after a short overview about stated gender differences in the scientific\u003c\/p\u003e\u003cp\u003eliterature, it will discuss three different theoretical models in order to design a\u003c\/p\u003e\u003cp\u003etesting method: the CVPA (Centrality of Visual Product Aesthetics) as an\u003c\/p\u003e\u003cp\u003eapproach to identify customer concerns about visuals, the selectivity model to\u003c\/p\u003e\u003cp\u003ediscover gender differences in information processing and finally the C-Sconstruct\u003c\/p\u003e\u003cp\u003eto detect affections to either connected or separated advertisement\u003c\/p\u003e\u003cp\u003eappeals.\u003c\/p\u003e\u003cp\u003eAfter the evolvement of several hypotheses according to the used models the\u003c\/p\u003e\u003cp\u003eproposal provides a method for testing the stated presumptions and end up with\u003c\/p\u003e\u003cp\u003emanagerial implications and suggestions for further research.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783640328048\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783640328048","offer_id":39424915963997,"sku":"9783640328048","price":18.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/b12b9a2c-243c-4646-bc65-e5b67355826b.jpg?v=1777610916","url":"https:\/\/shop.autorenwelt.de\/products\/effects-of-gender-marketing-on-consumer-behaviour-von-tobias-wolf","provider":"Autorenwelt Shop","version":"1.0","type":"link"}