The context of choice as boundary condition for gender differences in brand choice considerations

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.