Gender, Emotions, and Judgments: An Analysis of the Moderating Role of Gender in Influencing the Effectiveness of Advertising and Pricing Tactics: An Abstract

Vahid Rahmani, Elika Kordrostami

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations

Abstract

There is an increasing theoretical and empirical evidence that gender affects consumers’ responses to marketing strategies. In the current study, we examined the influence of gender on the efficacy of two of the most important elements of the marketing mix, namely, the effectiveness of advertising and pricing strategies. Building on selectivity model (Meyers-Levy & Maheswaran, 1991; Meyers-Levy & Sternthal, 1991), we hypothesized that compared to men, women are more likely to process the information systematically and pay attention to details. Furthermore, we posited that such predisposition should increase women’s likelihood of identifying deceptive marketing strategies and reduce their susceptibility to such strategies. The results of three empirical studies showed that compared to men, women are (A) more likely to pay attention to details, (B) more likely to identify and negatively react to deceptive advertising claims, and (C) less likely to be influenced by the signaling effect of high prices. Our studies make several theoretical and practical contributions. First, the findings illustrate the moderating role of gender on consumers’ price-quality perceptions. If men are more likely than women to use price to judge the quality, they will be less price sensitive. This is because of the dual role that price plays in influencing consumers’ perception of deal value (Zeithaml, 1988). Therefore, our findings suggest that a price signaling strategy will be more likely to increase revenues and profit when the target market is men rather than women. Second, our findings provide further support for selectivity model by showing that men and women adopt different thinking styles to process the available information in making product judgments. Third, our study shed more light on the role of gender on the effectiveness of different advertising tactics. Finally, our results have important practical implications. Our analysis suggests that different (even opposite) pricing and advertising strategies should be used for brands that could use gender as a segmentation variable.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages205-206
Number of pages2
DOIs
StatePublished - 2018
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management

Fingerprint

Dive into the research topics of 'Gender, Emotions, and Judgments: An Analysis of the Moderating Role of Gender in Influencing the Effectiveness of Advertising and Pricing Tactics: An Abstract'. Together they form a unique fingerprint.

Cite this