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Is stereotypical gender targeting effective for increasing service choice?

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  • Enav, Friedmann
  • Daphna, Brueller

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.

Suggested Citation

  • Enav, Friedmann & Daphna, Brueller, 2018. "Is stereotypical gender targeting effective for increasing service choice?," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 35-44.
    • Handle: RePEc:eee:joreco:v:44:y:2018:i:c:p:35-44
    DOI: 10.1016/j.jretconser.2018.05.010
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    References listed on IDEAS

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