Effects Of Gender Marketing On Consumer Behaviour

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Effects of Gender Marketing on Consumer Behaviour

Author : Tobias Wolf
Publisher : GRIN Verlag
ISBN 13 : 3640328043
Total Pages : 53 pages
Book Rating : 4.6/5 (43 download)

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Book Synopsis Effects of Gender Marketing on Consumer Behaviour by : Tobias Wolf

Download or read book Effects of Gender Marketing on Consumer Behaviour written by Tobias Wolf and published by GRIN Verlag. This book was released on 2009-05-17 with total page 53 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: B+, BI - Norwegian School of Management (Norwegian School of Management), course: Understanding the Consumer, 12 entries in the bibliography, language: English, abstract: 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 advertise

Gender, Culture, and Consumer Behavior

Author : Cele C. Otnes
Publisher : Taylor & Francis
ISBN 13 : 1136463488
Total Pages : 484 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Gender, Culture, and Consumer Behavior by : Cele C. Otnes

Download or read book Gender, Culture, and Consumer Behavior written by Cele C. Otnes and published by Taylor & Francis. This book was released on 2012-04-27 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book covers the gamut of topics related to gender and consumer culture. Changing gender roles have forced scholars and practitioners to re-examine some of the fundamental assumptions and theories in this area. Gender is a core component of identity and thus holds significant implications for how consumers behave in the marketplace. This book offers innovative research in gender and consumer behavior with topics relevant to psychology, marketing, advertising, sociology, women’s studies and cultural studies. It offers 16 chapters of cutting-edge research on gender, international culture and consumption. Unique to this volume is its emphasis on consumption and masculinity and inclusion of topics on a rapidly changing world of issues related to culture and gender in advertising, communications, psychology and consumer behavior.

Handbook of Research on Gender and Marketing

Author : Susan Dobscha
Publisher : Edward Elgar Publishing
ISBN 13 : 1788115384
Total Pages : 352 pages
Book Rating : 4.7/5 (881 download)

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Book Synopsis Handbook of Research on Gender and Marketing by : Susan Dobscha

Download or read book Handbook of Research on Gender and Marketing written by Susan Dobscha and published by Edward Elgar Publishing. This book was released on 2019 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.

The Cambridge Handbook of the International Psychology of Women

Author : Fanny M. Cheung
Publisher : Cambridge University Press
ISBN 13 : 1108602185
Total Pages : 1524 pages
Book Rating : 4.1/5 (86 download)

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Book Synopsis The Cambridge Handbook of the International Psychology of Women by : Fanny M. Cheung

Download or read book The Cambridge Handbook of the International Psychology of Women written by Fanny M. Cheung and published by Cambridge University Press. This book was released on 2020-08-06 with total page 1524 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is a growing knowledge base in understanding the differences and similarities between women and men, as well as the diversities among women and sexualities. Although genetic and biological characteristics define human beings conventionally as women and men, their experiences are contextualized in multiple dimensions in terms of gender, sexuality, class, age, ethnicity, and other social dimensions. Beyond the biological and genetic basis of gender differences, gender intersects with culture and other social locations which affect the socialization and development of women across their life span. This handbook provides a comprehensive and up-to-date resource to understand the intersectionality of gender differences, to dispel myths, and to examine gender-relevant as well as culturally relevant implications and appropriate interventions. Featuring a truly international mix of contributors, and incorporating cross-cultural research and comparative perspectives, this handbook will inform mainstream psychology of the international literature on the psychology of women and gender.

Gendering Theory in Marketing and Consumer Research

Author : Zeynep Arsel
Publisher : Routledge
ISBN 13 : 1315300737
Total Pages : 198 pages
Book Rating : 4.3/5 (153 download)

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Book Synopsis Gendering Theory in Marketing and Consumer Research by : Zeynep Arsel

Download or read book Gendering Theory in Marketing and Consumer Research written by Zeynep Arsel and published by Routledge. This book was released on 2018-10-03 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. The book presents seven original contributions by a group of internationally renowned academics, who take up the task of theorising gender and gendering theory in new ways, accommodating recent intersectional, material-discursive, and practice-oriented theorisations. Connecting the study of marketing and consumer behaviour to different theoretical perspectives on gender, the contributors explore and critically examine the gendered nature and dimensions of contemporary marketplace activity. Through innovative conceptual development and insightful empirical analyses, the book offers important scholarly contributions to the literature on gender, marketing, and consumer research, and advances our understanding of gender as lived experience and socially regulated performance. It also frequently employ an intersectionalist perspective, theorising gender as only a part of one’s subject position, which is constituted by mutually reinforcing categories. The book will be essential reading for students, scholars, and practitioners who are interested in the implications and contemporary manifestations of gender as a cultural category in the marketplace. This book was originally published as a special issue of the Journal of Marketing Management.

Gender Issues and Consumer Behavior

Author : Janeen Arnold Costa
Publisher : SAGE Publications, Incorporated
ISBN 13 :
Total Pages : 258 pages
Book Rating : 4.:/5 (321 download)

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Book Synopsis Gender Issues and Consumer Behavior by : Janeen Arnold Costa

Download or read book Gender Issues and Consumer Behavior written by Janeen Arnold Costa and published by SAGE Publications, Incorporated. This book was released on 1994-08-17 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why, how and to what extent does gender influence consumer behaviour? Beginning with a general introduction to gender and consumer behaviour, this volume addresses a range of topics including: gender as a cultural construct; comparison of self to advertising models; gender socializations; and changing gender roles. Each chapter begins with a discussion of the current issues and literature in psychology, sociology, history and anthropology, then proceeds to a presentation of current research on the interaction between gender, consumer behaviour and marketing.

Gender Commerce. Past development and new technologies in online marketing to influence customers' buying behavior

Author : Viviane Dorp
Publisher : GRIN Verlag
ISBN 13 : 3668445664
Total Pages : 70 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Gender Commerce. Past development and new technologies in online marketing to influence customers' buying behavior by : Viviane Dorp

Download or read book Gender Commerce. Past development and new technologies in online marketing to influence customers' buying behavior written by Viviane Dorp and published by GRIN Verlag. This book was released on 2017-05-12 with total page 70 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Frankfurt (Main), language: English, abstract: Gender marketing as a new holistic marketing approach has been intensely discussed over the last couple of years. At the first glance it can surely appear discriminating to differentiate customers by gender, but the genuine intention of gender marketing is to accept and appreciate both genders as they are and develop products according to their gender specific needs. Therefore, it is important to understand that by talking about gender it does not imply talking about fixed roles of males and females in society. Those roles have changed significantly over the last decades and are expected to continue changing over upcoming years. It rather means taking gender specific needs, wishes and characteristics in consideration while developing products and company strategies in order to achieve long-term success and customer loyalty. But why is this even relevant? Women have been buying products anyway, right? Certainly, women have been buying products without a gender specific approach already. However, the truth is that our markets are saturated and the flood of information customers are confronted with everyday exceeds their cognitive ability. This itself shows the importance of tailoring products as well as communication strategies to customers’ needs. Additionally, as mentioned above, social statuses of men and women have been changing continuously. As a result of women’s access to higher education, better careers and with that higher incomes independence of women has enhanced over time. Even if women already have a strong purchasing power, it has not reached its full potential, yet. What also comes along with being independent and earning own money, is making ones own decisions. Women and men differ in their general decision making process and buying behavior. Thinking of women already buying products, which do not perfectly fit their needs, in an environment (either offline or online) they do not feel completely comfortable in, it can lead to an enormous competitive advantage to adjust product and selling strategies to your customers’ needs.Transferring this to e-commerce and buying behavior online, there are significant differences between male and female throughout the decision making process that draw companies‘ attention in order to optimize communication strategies and product development.

Brand Gender

Author : Theo Lieven
Publisher : Springer
ISBN 13 : 3319602195
Total Pages : 265 pages
Book Rating : 4.3/5 (196 download)

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Book Synopsis Brand Gender by : Theo Lieven

Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.

Gender After Gender in Consumer Culture

Author : Elisabeth Tissier-Desbordes
Publisher : Routledge
ISBN 13 : 1000289125
Total Pages : 369 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis Gender After Gender in Consumer Culture by : Elisabeth Tissier-Desbordes

Download or read book Gender After Gender in Consumer Culture written by Elisabeth Tissier-Desbordes and published by Routledge. This book was released on 2020-12-18 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gender After Gender in Consumer Culture provides an updated discussion of how gender cuts across consumer culture, in light of increasing gender fragmentation and integration with other identity positions. Sex, the biological distinction male/female, and gender, which refers to a person’s sense of being male, female, or any other combinations of these, inform issues as varied as personal identity, social interactions, and market behaviours. First, contributions account for the increasing fluidity and/or fragmentation of gender positions, which reshape the interplay between consumers and marketers. Second, they provide a timely illustration of how consumption and markets concur in contrasting gender inequalities, taken both individually and jointly (e.g., at the intersection of ethnicity or positions of market marginalisation). Third, chapters question the role of gender in granting personal and societal well-being, as they reflect on the collective capacity of constantly undoing gender stereotypes. Focusing on gender, this book allows the reader to trace the links among cultural categories (e.g. masculinity, femininity, gender identity), social phenomena, and market (dis)functioning. The chapters in this book were originally published as a special issue in the journal Consumption Markets & Culture.

Contemporary Issues in Marketing and Consumer Behaviour

Author : Elizabeth Parsons
Publisher : Taylor & Francis
ISBN 13 : 1000898261
Total Pages : 206 pages
Book Rating : 4.0/5 (8 download)

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Book Synopsis Contemporary Issues in Marketing and Consumer Behaviour by : Elizabeth Parsons

Download or read book Contemporary Issues in Marketing and Consumer Behaviour written by Elizabeth Parsons and published by Taylor & Francis. This book was released on 2023-07-31 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation. Topics new to this edition include: Digital Markets and Marketing Hierarchies of Knowledge in Marketing Marketing Inequalities: Feminisms and intersectionalities The Ethics and Politics of Consumption New case studies include: Emerging Economy Brands The Fairtrade Brand Disappearing Influencers Decolonising the Media Written by four experts in the field, this popular text successfully links marketing theory with practice, locating marketing ideas and applications within wider global, social and economic contexts. It provides a complete and thought-provoking overview for postgraduate, MBA and advanced undergraduate modules in marketing and consumer behaviour and a useful resource for dissertation study at both undergraduate and postgraduate levels. Online resources include chapter-by-chapter PowerPoint slides.

Gender, Design and Marketing

Author : Gloria Moss
Publisher : Routledge
ISBN 13 : 1351934511
Total Pages : 250 pages
Book Rating : 4.3/5 (519 download)

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Book Synopsis Gender, Design and Marketing by : Gloria Moss

Download or read book Gender, Design and Marketing written by Gloria Moss and published by Routledge. This book was released on 2017-03-02 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Product and service designers place increasing emphasis on the colour, form and appearance of what their organization offers and the language with which they describe it. Gloria Moss' erudite, sophisticated and fascinating book, guides the reader to an understanding of the way gender influences our visual perception. In this wide-ranging book the author explores design, visual aesthetics, language and communication, by drawing on an exhaustive range of primary sources of research from psychology, design, branding and communication. The lessons that emerge offer challenges to organizations both in the way in which their design and marketing is perceived by men and women, and how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences. The challenge for management is to overcome these limitations and ensure that an organization's products and services mirror preferences of customers rather than those of senior managers.

Marketing and Feminism

Author : Miriam Catterall
Publisher : Routledge
ISBN 13 : 1136352848
Total Pages : 308 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Marketing and Feminism by : Miriam Catterall

Download or read book Marketing and Feminism written by Miriam Catterall and published by Routledge. This book was released on 2013-11-05 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: This cutting edge, innovative volume offers the best of current scholarship on feminist perspectives in marketing. Through many exciting and often controversial discussions, it highlights and challenges assumptions about women and gender in marketing theory and practice from both historical and current contexts. Key issues and debates include: * the dark side of female consumption * women and marketing in Socialist economies * women and advertising * ecofeminism and marketing * gender, marketing and cultural diversity * marketing, sex and sexuality. Written by internationally recognised experts in marketing and feminism, this book makes a unique contribution to marketing scholarship.

Gendered Marketing

Author : Maclaran, Pauline
Publisher : Edward Elgar Publishing
ISBN 13 : 1839108827
Total Pages : 165 pages
Book Rating : 4.8/5 (391 download)

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Book Synopsis Gendered Marketing by : Maclaran, Pauline

Download or read book Gendered Marketing written by Maclaran, Pauline and published by Edward Elgar Publishing. This book was released on 2022-08-05 with total page 165 pages. Available in PDF, EPUB and Kindle. Book excerpt: Performing an in-depth exploration of the gendered nature of marketing theory and practice, this timely book unpacks the many ideological assumptions embedded in marketing thought and action.

Gender equality: it's your business

Author : Lauren McCarthy
Publisher : Oxfam
ISBN 13 : 1780770707
Total Pages : 24 pages
Book Rating : 4.7/5 (87 download)

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Book Synopsis Gender equality: it's your business by : Lauren McCarthy

Download or read book Gender equality: it's your business written by Lauren McCarthy and published by Oxfam. This book was released on 2012 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Consumer Behaviour: Asia-Pacific Edition

Author : Wayne D. Hoyer
Publisher : Cengage AU
ISBN 13 : 0170362019
Total Pages : 593 pages
Book Rating : 4.1/5 (73 download)

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Book Synopsis Consumer Behaviour: Asia-Pacific Edition by : Wayne D. Hoyer

Download or read book Consumer Behaviour: Asia-Pacific Edition written by Wayne D. Hoyer and published by Cengage AU. This book was released on 2017-01-01 with total page 593 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cutting edge and relevant to the local context, this first Australia and New Zealand edition of Hoyer, Consumer Behaviour, covers the latest research from the academic field of consumer behaviour. The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, as well as covering the importance of online consumer behaviour with significant content on how social media and smartphones are changing the way marketers understand consumers. * Students grasp the big picture and see how the chapters and topics relate to each other by reviewing detailed concept maps * Marketing Implications boxes examine how theoretical concepts have been used in practice, and challenge students to think about how marketing decisions impact consumers * Considerations boxes require students to think deeply about technological, research, cultural and international factors to consider in relation to the contemporary consumer * Opening vignettes and end-of-chapter cases give students real-world insights into, and opportunities to analyse consumer behaviour, with extensive Australian and international examples providing issues in context

Masculinity and Femininity

Author : Janet T. Spence
Publisher : University of Texas Press
ISBN 13 : 1477303111
Total Pages : 310 pages
Book Rating : 4.4/5 (773 download)

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Book Synopsis Masculinity and Femininity by : Janet T. Spence

Download or read book Masculinity and Femininity written by Janet T. Spence and published by University of Texas Press. This book was released on 2014-11-06 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many societies assign sharply distinguished roles to men and women. Personality differences, as well as physical differences, between men and women are used to justify these different sex roles, and women are seen as more emotionally and interpersonally sensitive than men, while men are said to be more competent, achievement oriented, and assertive than women. A widely held view is that not only do men and women differ but that possession of "masculine" characteristics precludes possession of "feminine" characteristics. This bipolar conception has led to the definition of masculinity and femininity as opposites. Acceptance of this idea has caused social scientists and laypersons to consider men and women who possess cross-sex personality characteristics as less emotionally healthy and socially adjusted than those with sex-appropriate traits. Previous research by the authors and others, done almost exclusively with college students, has shown, however, that masculinity and femininity do not relate negatively to each other, thus supporting a dualistic rather than a bipolar conception of these two psychological dimensions. Spence and Helmreich present data showing that the dualistic conception holds for a large number of groups, varying widely in age, geographical location, socioeconomic status, and patterns of interest, whose psychological masculinity and femininity were measured with an objective instrument, the Personality Attributes Questionnaire, devised by the authors. Many individuals are shown to be appropriately sex-typed; that is, men tend to be high in masculinity and low in femininity and women the reverse. However, a substantial number of men and women are androgynous—high in both masculine and feminine characteristics—while some are not high in either. Importantly, the authors find that androgynous individuals display more self-esteem, social competence, and achievement orientation than individuals who are strong in either masculinity or femininity or are not strong in either. One of the major contributions of the work is the development of a new, multifaceted measure of achievement motivation (the Work and Family Orientation Questionnaire), which can be used successfully to predict behavior in both males and females and is related to masculinity and femininity in both sexes. In addition to investigating the correlates of masculinity and femininity, the authors attempt to isolate parental factors that contribute to the development of these characteristics and achievement motivation. The book includes analyses of data from students on their perception of their parents, which enable the authors to examine the influence of parental masculinity and femininity and parental behaviors and child-rearing attitudes on the development of masculinity and femininity and achievement motivation characteristics in their children. The important implications of these findings for theories of sex roles, personality development, and achievement motivation are examined.

Sex in Advertising

Author : Tom Reichert
Publisher : Routledge
ISBN 13 : 1135638217
Total Pages : 307 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Sex in Advertising by : Tom Reichert

Download or read book Sex in Advertising written by Tom Reichert and published by Routledge. This book was released on 2014-04-04 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sex in Advertising: Perspectives on the Erotic Appeal is the first book to thoroughly tackle important issues about sex in advertising. What is it? Does it work? How does it affect individuals and society? Well-respected scholars and popular writers answer these questions as they address the following issues associated with sex in today's advertising environment: gender differences and representation, unintended social effects, subliminal embeds, appeals to the homosexual community, and new media. The book contains a blend of perspectives, including original experimental studies, interpretive and historical analyses, and cultural critiques. The definitive source on sex in advertising, this book: *is centralized around a singular theme: Understanding how sex in advertising appeals work and why they are so prevalent; *includes multiple perspectives to capture the richness of sexual appeals; *brings together viewpoints from both well-known scholars and writers; *provides a wealth of ideas and research questions for those interested in the topic; and *contains discussions of sex in advertising from its roots in the 1700s to online advertising today and beyond. The book is must reading for advertising and gender researchers, scholars, and students. Anyone interested in mass media, consumer psychology, and popular culture will find this book an essential resource.