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

Enav Friedmann, Oded Lowengart

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


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.

Original languageEnglish
Pages (from-to)1280-1304
Number of pages25
JournalEuropean Journal of Marketing
Issue number5-6
StatePublished - 16 Apr 2018

Bibliographical note

Publisher Copyright:
© 2018, Emerald Publishing Limited.


  • Brand selection context
  • Brand utilities
  • Gender differences
  • Single choice evaluation


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