Enav Friedmann, Merav Weiss-Sidi and Tiziano Vescovi
Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting…
Abstract
Purpose
Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting differential positioning in each culture. However, the research has so far focused on a single choice context of one brand. This paper aims to examine cultural differences in utility importance using two brand choice contexts: single choice and brand selection.
Design/methodology/approach
Four studies (n = 1268) were conducted. Study 1 focused on a single choice context by asking directly about utility importance when choosing a cellphone. Study 2 focused on a brand selection context using conjoint analysis for the same cellphone category used in Study 1. To validate the results of Studies 1 and 2 with the categories of perfume, sports shoes and computers, Study 3 analyzed single and selection contexts using latent regression methods. Finally, Study 4 explored the role of cognitive load in explaining the differences between the two choice contexts using the laptop category.
Findings
The analyses of the brand selection context, which simulates real-life choice, revealed that the importance ascribed to utilities was not idiosyncratic for each culture. In contrast, single-choice contexts demonstrated stereotypical cultural differences.
Originality/value
Positioning a specific utility message to fit the culture stereotype might not be necessary, as it does not always affect brand choice in a competitive environment.
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Enav Friedmann and Oded Lowengart
This paper aims to address the role of product involvement in the brand preference formation of men and women. Product involvement can be defined as a consumer’s motivation for…
Abstract
Purpose
This paper aims to address the role of product involvement in the brand preference formation of men and women. Product involvement can be defined as a consumer’s motivation for product purchase that affects their information processing strategies when forming a brand preference (e.g. more automatic at low levels vs more deliberative at high levels). Given that gender differences are found to be context-dependent, it was expected that, when forming a single brand preference, men would emphasize instrumental aspects (functional and socially conspicuous utilities) and women the experiential utility of the brand only with high-involvement-level products.
Design/methodology/approach
A descriptive survey (n = 459) using structural equation modeling (SEM) analysis was used following an online experiment where involvement level was manipulated (n = 255) to validate the results.
Findings
Stereotypical gender differences appeared at high, but not low-involvement levels. Theoretically, these findings question the evolutionary basis of gender differences, as differences were not consistent at both levels.
Practical implications
The findings raise questions about the efficacy of segmenting by gender when aiming to increase brand preference of low-involvement products, whereas stereotypical targeting seem to be effective for increasing preference for high-involvement ones.
Originality/value
For the first time, the role of product involvement and gender was examined in brand preference formation. This can theoretically clarify whether gender differences are consistent or dependent on the level of involvement. This information can help in designing efficient marketing strategies for products with different involvement levels.
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A Viagra-inspired drug, flibanserin, was marketed to treat women’s hypoactive sexual desire disorder (HSDD). This paper aims to explore the value orientation of flibanserin as a…
Abstract
Purpose
A Viagra-inspired drug, flibanserin, was marketed to treat women’s hypoactive sexual desire disorder (HSDD). This paper aims to explore the value orientation of flibanserin as a treatment for female’s HSDD among different consumer segments.
Design/methodology/approach
Two surveys were run in the UK (Study 1, n = 223) and Israel (Study 2, n = 233), in which partnered heterosexual adults evaluated the value of the drug before and after being exposed to information on its side effects. Then, using content analysis of 36 online reviews among women who had tried the drug, the reported effectiveness and side effects were explored.
Findings
HSDD prevalence in both studies was about 50% (Study 1) and 66% (Study 2) (no gender differences in evaluations). All segments gave the drug less than neutral or negative value orientation ratings. Women did not relate low sexual desire to low levels of sexual thoughts that would increase flibanserin’s value orientation; however, men did. Information about flibanserin and its side effects decreased its value orientation for women, especially those with HSDD. The content analysis of user’s reviews showed most women reported side effects, said it was not effective and gave it a poor rating.
Research limitations/implications
The results reveal the strategic problems in the marketing of the drug, both in its value orientation before and especially after exposure to information.
Originality/value
This research points to the necessity of evaluating the value orientation of flibanserin before marketing and satisfying the core expectations from the product (effectiveness and limited aversive side effects) among women with HSDD.
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Enav Friedmann and Oded Lowengart
Marketers often assume that functional, hedonic and socially conspicuous utilities in choosing a brand differ for men and women, thus different marketing strategies are required…
Abstract
Purpose
Marketers often assume that functional, hedonic and socially conspicuous utilities in choosing a brand differ for men and women, thus different marketing strategies are required for each gender. To date, most of the research studies have used self-reported measures when shopping in general or in regard to a single product. The purpose of this research is to examine this question using two different contexts of brand choice: single choice evaluation (SCE) and brand selection context (BSC). This assessment will clarify whether male and female utilities when choosing a brand are indeed inherent and consistent.
Design/methodology/approach
Data were collected using surveys in three studies (N = 923). Conjoint analysis and ICLV (integrated choice and latent variables) models were examined.
Findings
BSC analysis that more closely mimics real-life contexts revealed that the consideration of these utilities is generally similar for men and women, while the SCE analysis showed significant gender differences.
Practical implications
In the context of choosing between brands, stereotypical gender targeting may be ineffective and might not be the best allocation of resources for marketers.
Social implications
Gender stereotypes in advertising seem to reconstruct differences that are not significant in a realistic brand selection context.
Originality/value
The context of choice was found to be a condition boundary for gender differences in brand choice considerations. Gender differences are not evolutionary or inherent.
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The purpose of this study is to investigate women and men’s differences in perceived importance of various job attributes. Analyzing the job attributes that derive value might…
Abstract
Purpose
The purpose of this study is to investigate women and men’s differences in perceived importance of various job attributes. Analyzing the job attributes that derive value might help to form intervention ideas for promoting greater participation of women in Science, Technology, Engineering and Mathematics (STEM) industries. Current research has primarily focused on this issue from educational, sociological and gender-based approaches, suggesting interventions such as enriching women’s science literacy and skills, increasing their science self-confidence and changing stereotypical views of the STEM field as masculine (perceived as lacking altruistic or communal values). Other have suggested policy interventions that include workplace family supportive programs.
Design/methodology/approach
Choice-based conjoint and choice model analyses were conducted to examine the importance of different job attributes for women and men.
Findings
Salary and the ability to combine work and family obligations were the most important determinants of women’s career choices.
Practical implications
This study is a first step to inform future intervention designs based on social marketing strategy. Focusing on the attributes related to women’s career choices is suggested to facilitate women’s entry into the STEM industry.
Social implications
Increasing the value of STEM careers might lead to more equal representation of women in the STEM field.
Originality/value
For the first time, initial principals of a social marketing intervention is suggested after an examination of the core attributes related to women’s career choices.
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Suzanna ElMassah and Heba Abou-El-Sood
As the popularity of Islamic banking and financial instruments continues to rise globally, a recurring empirical question is what specifically makes consumers choose Islamic…
Abstract
Purpose
As the popularity of Islamic banking and financial instruments continues to rise globally, a recurring empirical question is what specifically makes consumers choose Islamic banking. This paper aims to investigate the determinants of bank type selection, especially in culturally diverse settings where the Islamic banking sector is well-established. It further examines whether consumers’ gender/religion influences their choices. One intuitive prediction is that Muslim consumers opt for Islamic banking products as “ethical” because of conviction-related reasons. However, the reality is not necessarily straightforward.
Design/methodology/approach
This paper uses structural equation modeling to examine data collected from a survey questionnaire of 790 respondents in an emerging market setting. Further analysis is made based on gender and religion to remove related bias.
Findings
Results suggest that overall consumer awareness significantly affects the selection of Islamic banking products. The positive effect of awareness is more significant for Muslim consumers relative to non-Muslims. Interestingly, social stimuli and bank attributes have an insignificant effect on the banking choices of both Muslims and non-Muslims.
Practical implications
Results suggest that Islamic banks’ marketing managers should adopt differentiated strategies for men and women, focusing on the core benefits of the service or personal interactions with consumers, respectively, along with a focus on different aspects of personal service for each gender. Awareness should be enhanced by adopting informative and effective marketing strategies to attract and retain consumers in the competitive bank environment. Islamic banks (IB) should pay attention to the religious effect without considering it as the sole variable motivating potential customers. They should design segmented and customized marketing strategies based on gender-religion market segmentation to suit different groups’ needs.
Originality/value
The findings fill a gap in the literature and provide Islamic bankers with insights to help design and articulate their business strategies to appeal to consumers in a multicultural context. Examining an integral part of gender and religion mitigates biased estimates due to the omission of variables. The study contributes to the existing literature on customer preferences for IB with a relatively large, new data set.