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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.

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.

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.

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.

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.

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.

Data were collected using surveys in three studies (N = 923). Conjoint analysis and ICLV (integrated choice and latent variables) models were examined.

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.

In the context of choosing between brands, stereotypical gender targeting may be ineffective and might not be the best allocation of resources for marketers.

Gender stereotypes in advertising seem to reconstruct differences that are not significant in a realistic brand selection context.

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.

Examines the competitive position of countries in Southern Europe in attracting multinational corporations (MNCs) through direct foreign investments (DFIs). Articulates the primary factors considered by multinational corporations when setting up activities through foreign direct investments. Develops techniques that are based on the perceptions of MNCs to help policymakers make their nations more appealing for direct foreign investments. Utilizes positioning mapping techniques to map manager perceptions of various Southern European countries (i.e. France, Spain, Greece and Italy). Finds the competitive positioning of the four countries. Estimates the ideal mix for a combination of the two most important factors involved when MNCs evaluate a country. Provides mappings of countries to evaluate their position in terms of attractiveness for MNC activities as an independent evaluation, or as part of a competitive assessment. Discusses actions that may be taken by a specific country to position itself favorably for DFIs.

Examines the conditions and different structural settings in which a retailer is likely to apply an international reference price strategy to an imported product. We define the term “international reference price” as an external reference price that reflects the product’s price in different countries. It can be set by providing true but incomplete information rather than by outright manipulation of the reference price, which may involve providing consumers with false information. This study offers a model that describes both the consumer’s utility calculations regarding price information seeking and the retailer’s utility calculations regarding the application of international reference price. It is shown that instability of economic markets combined with access to information technology motivate consumers to seek information about prices. It is also shown that in unstable markets retailers have incentive to provide true but incomplete information about the product’s price in another market. In this setting, the retailer’s use of an international reference price might actually damage consumer welfare. This potential damage may be reduced by international cooperation to establish economic agreements.