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 Key Themes
The objective of this paper is to investigate the impact of gender-specific advertising on product commitment compared to gender-neutral advertising. It explores how differing needs of men and women influence purchase behavior and evaluates the effectiveness of tailoring marketing strategies to specific genders.
- Gender differences in consumer behavior and decision-making styles
- The effectiveness of gender-specific versus gender-neutral advertising
- Theoretical models explaining gender influences on consumer behavior (CVPA, Selectivity Model, Connectedness-Separateness Construct)
- The role of visual product aesthetics in influencing consumer choices
- Development of testable hypotheses and a methodology for empirical investigation
Chapter Summaries
Introduction: This chapter introduces the concept of consumer decision-making styles and their importance to marketers. It highlights the significance of gender as a pervasive filter influencing consumption activities and the emergence of gender marketing as a response to differing consumer needs between men and women. The chapter establishes the paper's aim: to determine how gender-specific advertising increases product commitment compared to gender-neutral advertising. It briefly outlines the methodology, including the theoretical models used to design the testing method: CVPA, the Selectivity Model, and the Connectedness-Separateness Construct.
Gender differences: This section provides an overview of gender differences relevant to purchase intentions. It summarizes research indicating that men prioritize clear structures and status symbols, while women focus more on interpersonal relationships. Men are less likely to engage in active information sharing or impulsive buying compared to women. The chapter also notes that men process commercial messages less thoroughly than women.
Theoretical models: This chapter introduces three theoretical models that inform the study's methodology. It describes the Centrality of Visual Product Aesthetics (CVPA) as a tool to understand consumer concerns about visuals, the Selectivity Model to explore gender differences in information processing, and the Connectedness-Separateness Construct to identify preferences for connected or separated advertising appeals. These models provide the theoretical framework for understanding how gender impacts consumer responses to advertising.
Keywords
Gender marketing, consumer behavior, gender differences, advertising effectiveness, product commitment, visual product aesthetics, information processing, connectedness-separateness, decision-making styles, purchase intentions.
FAQ: Comprehensive Language Preview - Gender Differences in Advertising and Product Commitment
What is the main objective of this research paper?
The paper investigates how gender-specific advertising impacts product commitment compared to gender-neutral advertising. It explores how men's and women's differing needs influence purchase behavior and assesses the effectiveness of tailoring marketing strategies to specific genders.
What are the key themes explored in this paper?
Key themes include gender differences in consumer behavior and decision-making, the effectiveness of gender-specific versus gender-neutral advertising, the role of visual product aesthetics, and the application of theoretical models (CVPA, Selectivity Model, Connectedness-Separateness Construct) to understand gender influences on consumer responses to advertising.
What theoretical models are used in this research?
The study utilizes three theoretical models: the Centrality of Visual Product Aesthetics (CVPA), the Selectivity Model, and the Connectedness-Separateness Construct. These models provide a framework for understanding how gender impacts consumer responses to advertising, focusing on visual preferences, information processing styles, and preferences for connected or separated advertising appeals.
How are gender differences in consumer behavior described?
The research summarizes findings suggesting men prioritize structure and status symbols, while women focus more on relationships. Men are less likely to actively share information or engage in impulsive buying compared to women, and they process commercial messages less thoroughly.
What is the structure of the paper?
The paper includes an introduction outlining the research aim and methodology, a section detailing gender differences relevant to purchasing, an explanation of the theoretical models used, a description of the methodology (including sample and procedure), and a conclusion covering managerial implications and suggestions for further research.
What is the methodology of the study?
While the specific details of the methodology are not fully explained in the preview, it mentions that the study involves a sample and a defined procedure. The theoretical models (CVPA, Selectivity Model, and Connectedness-Separateness Construct) guide the design of the testing method.
What are the key takeaways from the chapter summaries?
The introduction establishes the importance of understanding consumer decision-making styles and the role of gender in marketing. The gender differences section highlights key distinctions in purchasing behavior between men and women. The theoretical models section explains how the chosen models provide a framework for analyzing the impact of gender on advertising effectiveness.
What are the keywords associated with this research?
Keywords include gender marketing, consumer behavior, gender differences, advertising effectiveness, product commitment, visual product aesthetics, information processing, connectedness-separateness, decision-making styles, and purchase intentions.
- Quote paper
- Tobias Wolf (Author), 2007, Effects of gender marketing on consumer behaviour, Munich, GRIN Verlag, https://www.grin.com/document/90797
