Home » Consumer » Consumer Behavior

GENDER IDENTITY IN CONSUMER BEHAVIOR RESEARCH:

Source: www.amsreview.org
Topic: Consumer Behavior

Sort Desciption: consumer behavior literature. Some studies have referred to gender identity as sex-role identity (Kahle and Homer 1985); sex-role ...

Content Inside: Palan / Gender Identity in Consumer Behavior Research Gender Identity in Consumer Behavior Research: A Literature Review and Research Agenda Kay M. Palan Iowa State University Kay M. Palan is associate professor of Marketing Iowa State University 300 Carver Ames Iowa 50011 (515) 294-9526 e-mail: kpalan@iastate.edu This article is part of a special issue on "Gender Issues in Consumer Research" edited by James Gentry Seungwoo Chun Suraj Commuri Eileen Fischer Sunkyu Jun Lee McGinnis and Michal Strahilevitz. EXECUTIVE SUMMARY Consumer researchers have been examining the impact of gender identitythe degree to which an individual identifies with masculine and feminine personality traitson various consumer variables for nearly four decades. However significant gender identity findings in consumer research have been rare perhaps because of (1) operationalization problems (Palan Kiecker and Areni 1999) (2) inappropriate interpretation and application of gender identity to consumer variables (Gould 1996) or (3) blurring gender categories (Firat 1993). This paper presents a thorough review grounded in theoretical models of gender identity of consumer behavior studies in the marketing literature that have examined gender identity. Based on the literature review the paper evaluates whether gender identity research is still warranted and proposes specific research questions to guide future research. Terminology in Gender Identity Research Several different terms have been used over the course of gender identity research to signify gender identity. This creates confusion about what is being studied. This review only includes studies that have specifically examined the degree to which an individual identifies him- or herself with masculine and feminine personality traits. The term "gender identity" is used throughout the paper to refer to this definition regardless of what it might have been called in previous studies. Theoretical Background of Ge ...

gender marketing tactics, analysis of consumer behaviour ppt, gender and consumer behavior ppt, ppt consumer purchasing behaviour, statistical modelling of consumer behaviour pdf, consumer behaviour ppt, ppt consumer research, consumer behaviour pdf, personality influence consumer behavior, human behaviors research in marketing, personality of consumer ppt, consumer behaviour definition, consumer behaviour questionnaire in mortgage, palan gender, literature review of impact of advertising on consumer behaviour, consumer behavior ppt, insurance marketing paper, consumer behaviour questionaire for insurance company, consumer behavior case study, defination of consumer behavior

Related PDF Files: