Commentary: A New Formula for Gendering Products and Brands

Author:

Alreck Pamela L.

Abstract

Gendering a product or brand means associating its image with a sex role stereotype in the minds of consumers. Examines, using research, the requirements and prohibitions of contemporary masculine and feminine sex roles and the kinds of consumers who do and do not adhere to them. Provides ten specific recommendations for choosing a product or brand gendering strategy, based on target market demographics and the tendency for different groups to prefer gendered products or brands over those that are ungendered.

Publisher

Emerald

Subject

Management of Technology and Innovation,Marketing

Reference13 articles.

1. Alreck, P.L., Settle, R. B. and Belch, M.A. (1982), “Who Responds to Gendered Ads, and How?”, Journal of Advertising Research, Vol. 22, pp. 25‐32.

2. Bem, S.L. (1974), “The Measurement of Psychological Androgyny”, The Journal of Consulting and Clinical Psychology, Vol. 42 No. 1, pp. 155‐62.

3. Courtney, A.E. and Whipple, T.W. (1983), Sex Stereotyping in Advertising, Lexington Books, Lexington, MA.

4. Debevec, K. and Iyer, E. (1986), “Sex Roles and Consumer Perceptions of Promotions, Products, and Self”, in Lutz, R.J. (Ed.), Advances in Consumer Research, Vol. XIII, Association for Consumer Research, Provo, UT.

5. Gilly, M.C. (1988), “Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States”, Journal of Marketing, Vol. 52, pp. 75‐85.

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