Introduction
Consumers decision-making styles are supposed to represent a durable cognitive
orientation towards shopping and purchasing that dominates choices. Therefore
they should be important to marketers because they are linked to purchase
behaviour and sales inseparably (Mitchell and Walsh 2004).
Bristor and Fischer (1993) stated, “gender is a social concept referring to
psychologically, sociologically, or culturally rooted traits, attitudes, beliefs, and
behavioural tendencies. Because gender is a pervasive filter through which
individuals experience their social world, consumption activities are
fundamentally gendered.”
When Gender Marketing was developed in the United States 15 years ago, it
evolved out of the diversity approach. To realize that men’s and women’s needs
are different and that products are not gender neutral was just a logical
consequence out of the practice with differing consumer needs within different
ethnical, religious or cultural groups (Flocke 2006).
The main goal of gender marketing is to implement differing needs of men and
women into the development, distribution, price setting and communication of
products and services. Maintainers of this approach consider it as important
because of the emerging differences between men and women in their way to
articulate consumption desires, making purchase intentions or evaluate products
(Flocke 2006).
According to Mitchell and Walsh (2004) “males and females want different
products and they are likely to have different ways of thinking about obtaining
these” (:331).
The aim of this paper is to find out how the commitment to a product is increasing
by using gender specific advertisement compared to gender neutral advertisement.
Therefore, after a short overview about stated gender differences in the scientific
literature, it will discuss three different theoretical models in order to design a
testing method: the CVPA (Centrality of Visual Product Aesthetics) as an
approach to identify customer concerns about visuals, the selectivity model to
discover gender differences in information processing and finally the C-Sconstruct
to detect affections to either connected or separated advertisement
appeals.
After the evolvement of several hypotheses according to the used models the
proposal provides a method for testing the stated presumptions and end up with
managerial implications and suggestions for further research.
Table of Contents
Introduction
Gender differences
Theoretical models
Centrality of visual product aesthetics (CVPA)
Selectivity Model
Connectedness-Separateness-Construct
Hypothesis
Methodology
Sample
Procedure
Managerial Implications and Further Research
Objectives and Topics
This paper examines how the commitment to a product can be enhanced through the strategic application of gender-specific versus gender-neutral advertising. It explores the psychological and behavioral differences between men and women in decision-making processes to provide a framework for targeted marketing approaches.
- Analysis of gender-specific consumer behavior and decision-making styles.
- Evaluation of the Centrality of Visual Product Aesthetics (CVPA) model.
- Application of the Selectivity Model regarding information processing differences.
- Investigation of the Connectedness-Separateness-Construct in advertising appeals.
- Development of a methodological framework for experimental testing of gender marketing.
Excerpt from the Book
Introduction
Consumers decision-making styles are supposed to represent a durable cognitive orientation towards shopping and purchasing that dominates choices. Therefore they should be important to marketers because they are linked to purchase behaviour and sales inseparably (Mitchell and Walsh 2004).
Bristor and Fischer (1993) stated, “gender is a social concept referring to psychologically, sociologically, or culturally rooted traits, attitudes, beliefs, and behavioural tendencies. Because gender is a pervasive filter through which individuals experience their social world, consumption activities are fundamentally gendered.”
When Gender Marketing was developed in the United States 15 years ago, it evolved out of the diversity approach. To realize that men’s and women’s needs are different and that products are not gender neutral was just a logical consequence out of the practice with differing consumer needs within different ethnical, religious or cultural groups (Flocke 2006).
The main goal of gender marketing is to implement differing needs of men and women into the development, distribution, price setting and communication of products and services. Maintainers of this approach consider it as important because of the emerging differences between men and women in their way to articulate consumption desires, making purchase intentions or evaluate products (Flocke 2006).
Summary of Chapters
Introduction: This chapter highlights the significance of gender as a fundamental filter in consumer decision-making and introduces the goals of gender marketing.
Gender differences: The chapter outlines psychological and behavioral distinctions between male and female consumers, noting that men often prefer status-oriented, linear structures while women emphasize interpersonal relationships and comprehensive information processing.
Theoretical models: This section details three academic frameworks—CVPA, the Selectivity Model, and the Connectedness-Separateness-Construct—used to analyze how visual aesthetics, message cues, and relational appeals affect consumer responses.
Hypothesis: This chapter proposes four research hypotheses linking specific consumer traits to preferences for gendered advertising appeals.
Methodology: The chapter outlines an experimental design, including sample selection and a two-phase procedure involving questionnaire-based analysis and advertisement-campaign exposure.
Managerial Implications and Further Research: The concluding section emphasizes the necessity for personalized marketing strategies in a diverse market and suggests future empirical testing of the developed method.
Keywords
Gender Marketing, Consumer Behaviour, CVPA, Selectivity Model, Connectedness-Separateness-Construct, Information Processing, Advertising Appeals, Market Segmentation, Decision-Making, Product Aesthetics, Consumer Preferences, Gender Differences, Marketing Strategy, Purchase Intentions, Visual Design
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines the impact of gender-specific versus gender-neutral advertising on consumer commitment to products, grounded in established psychological and behavioral theories.
What are the primary themes addressed in the study?
The central themes include gender-based differences in decision-making, information processing styles, visual aesthetics perception, and the strategic design of advertising to meet specific consumer needs.
What is the main objective of this study?
The primary goal is to investigate whether gender-specific marketing strategies are more effective in increasing product commitment than neutral approaches by utilizing specific theoretical frameworks.
Which scientific methods are employed?
The study proposes a two-step experimental design, combining a questionnaire to measure individual psychological positions with a subsequent advertisement-exposure test using a fictional soft drink.
What topics are discussed in the main body?
The main body focuses on theoretical literature review, specifically the Centrality of Visual Product Aesthetics (CVPA), the Selectivity Model, and the Connectedness-Separateness-Construct, followed by a formal hypothesis section.
Which keywords best characterize this work?
Key terms include Gender Marketing, Consumer Behaviour, Selectivity Model, CVPA, and Advertising Appeals.
How does the CVPA model inform the research?
CVPA (Centrality of Visual Product Aesthetics) is used to measure how much importance a consumer places on the visual appearance of a product as a key determinant of purchase satisfaction.
What is the role of the Selectivity Model in this study?
The Selectivity Model helps explain how men and women process information differently; specifically, it suggests that females are comprehensive processors, while males are more selective and rely on heuristics.
How does the Connectedness-Separateness-Construct apply to advertising?
It is used to identify whether consumers respond better to "connected" appeals, which foster relationships, or "separated" appeals, which emphasize autonomy and individuality.
Why are managerial implications included?
The implications are included to demonstrate how businesses can transition from generic to targeted marketing strategies to successfully reach diverse consumer groups and gain competitive advantages.
- Quote paper
- Tobias Wolf (Author), 2007, Effects of gender marketing on consumer behaviour, Munich, GRIN Verlag, https://www.grin.com/document/90797
