Is stereotypical gender targeting effective for increasing service choice?

The popular notion in marketing is that different strategies are required for each gender: women are more experiential, whereas men are more instrumental. Most research has examined these differences regarding the single choice evaluation of a brand (SCE) and not in a brand selection context (BSC) between alternatives. The aim of this paper is to examine what utilities are important for men and women when they choose a service. This question is examined in three service categories, using both SCE and BSC to represent consumer choices. Results showed that gender differences appeared only in SCE while the BSC yielded atypical gender considerations. Cognitive load was suggested to blur the stereotypical appearance of gender differences. Thus, when trying to influence brand choice, stereotypical gender targeting may be unjustified.