The Impact of Violent Humor on Advertising Success: A Gender Perspective

Recent academic research has focused on the use of novelty and shock in advertising executions. One manifestation of this approach in American television advertising is the use of aggressive humor; a dramatic change in the way humor has historically been employed. This investigation examines two studies of the responses of men and women to violence in humorous advertising. The results of both studies reveal differences in the responses of men and women suggesting there may be a risk in coupling humor with high physical violence in ads targeted toward female audiences. The second study examines in a path model the role of perceived violations of social norms and perceived humor on the attitudes of men and women toward the ad and the brand. The poor response of women to more violence with humor ads is closely related to their perceived violations of social norms; for men, their more positive response to such ads is related to their perception of humor in the ads with humor and stronger violence.     

Reduce Content or Raise Price? The Impact of Persuasion Knowledge and Unit Price Increase Tactics on Retailer and Product Brand Attitudes

This research investigates consumer reactions to the practice of increasing unit prices of products by either reducing product content or increasing total prices. Using pricing tactic persuasion knowledge (PTPK) as a lens for understanding, I predict that total price increases garner less favorable attitudes toward retailers for relatively low PTPK consumers, while content reductions garner less favorable attitudes toward product brands for relatively high PTPK consumers. The results of an experiment with a nationally representative sample of U.S. consumers support these asymmetric predictions about PTPK consumer segments as well as expectations about the underlying psychological processes.     

Does MSRP impact women differently? Exploring gender-based differences in the effectiveness of retailer-provided reference prices

Despite the widespread use of gender-based segmentation strategies by marketers, researchers have paid little attention to examining gender-based differences in the processing of pricing information. Utilizing the selectivity hypothesis, we posit that men and women process external reference price (ERP) information differently. We report evidence from four different studies that confirm the proposed gender-based differences for ERP processing. Compared to men, women pay more attention to ERPs, expend greater effort processing ERPs, display a better recall of ERPs, and evaluate deals more favorably when deals include ERP information. Implications for managerial practice as well as future research on pricing are discussed.     

Women,men and organic food: differences in their attitudes and willingness to pay. A Spanish case study

The main purpose of this work consists of displaying the different attitudes of men and women towards organic food, and their willingness to pay for it, in three different consumer intensities: usual, occasional and potential consumers. Several surveys have been carried out to obtain a representative sample of regular food purchasers living in Castilla‐La Mancha (Spain). Statistic analysis previously detecting significant differences with regard to gender and type of consumer has been conducted by univariate analysis to describe attitudes, and multivariate analysis, through ‘logit’ models, to calculate maximum willingness to pay. Results show that women have a more favourable attitude (directly related to their lifestyle) to the purchase and consumption of organic food than men, whereas men are inclined to pay a higher price for organic food than women. In general, men are disposed to pay a higher increase in price than women.     

Management Students’ Attitudes Toward Business Ethics: A Comparison Between France and Romania

This study focuses on the differences in the perception of business ethics across two groups of management students from France and Romania (n = 220). Data was collected via the ATBEQ to measure preferences for three business philosophies: Machiavellianism, Social Darwinism, and Moral Objectivism. The results show that Romanian students present more favorable attitudes toward Machiavellianism than French students; whereas, French students valued Social Darwinism and Moral Objectivism more highly. For Machiavellianism and Moral Objectivism the results are consistent with the literature and our hypotheses. However, contrary to our expectations, we find that Social Darwinism is more important in France than Romania. The results indicate that religious practice does not influence preferences for the three business philosophies. In terms of gender differences, women have less favorable attitudes toward Machiavellianism and more favorable attitudes toward Moral Objectivism than men.     

Gender differences in consumers’ acceptance of genetically modified foods

Research has shown that women are less accepting of genetically engineered products than men. We expect two mechanisms to be at work here. First, in consumer behaviour theory, more knowledge is assumed to lead to more acceptance. We assumed that for genetically engineered foods, this general principle does not apply since long‐term consequences are not known yet. The well‐informed consumer is likely to be comparatively more concerned with this lack of knowledge. We call this the information paradox. Theory on the topic is relatively recent. The results of this study will help to distinguish consumer behaviour with regard to new types of food as compared with traditional foods. Second, we assumed that there is a gender factor included in attitudes toward foods. In general, women still plan food and household purchases. A tentative attitude and an accompanying reluctance toward food innovation are adopted when buying food for children. We call this the gender paradox. In this exploratory study we use data from the Eurobarometer. Eurobarometer surveys have been executed since 1973 by the European Commission among the adult population of European Union member countries (n > 10 000), monitoring the evolution of public opinion. Analysis of these surveys shows that gender differences exist in the acceptance of genetically modified (GM) foods in Europe. Women tend to be less accepting toward genetically modified foods. This supports our gender hypothesis. However, no evidence was found to support the assumed information paradox. It seems that knowledge leads to acceptance, also of GM foods, but more so for men than for women.     

The impact of external reference price on consumer price expectations

Comparative pricing practices are frequently used where actual product prices are accompanied by higher external reference prices. All types of stores, regular-price department stores as well as discount stores, use comparative price claims to frame price deals as attractive [Marketing Science 4 (1985) 199]. In this paper, a quadratic model is specified for the impact of external reference price (ERP) on consumer price expectations. Based on the research on communication discrepancy and advertising claim discrepancy, which in turn draw on assimilation-contrast, attribution, and prospect theories, we hypothesize a quadratic effect of external reference prices on consumer price expectations. An interactive, computer-controlled experiment using multiple levels of ERP is used to estimate the proposed model. As hypothesized, support for an inverted U-shape relationship is found between consumers’ updated price expectations and the difference between ERP and initial price expectations. That is, as the difference between ERP and subjects’ initial price expectations increases, subjects’ updated price expectations increase to a point and then start to decrease. We find that the fit of the quadratic model specification for the effect of external reference price on price expectations is noticeably superior to that of linear, logarithmic, square root, and S-shaped specifications. Finally, we provide implications of our results for both retail managers and for regulatory authorities alike.     

An investigation of gender differences in on-line privacy concerns and resultant behaviors

This study examines whether gender differences are apparent in attitudes and behaviors toward advertising and marketing practices involving information gathering and privacy on-line. As part of a larger study, 889 internet users nationwide were surveyed using electronic mail. Results indicated that women and men differed significantly in their attitudes toward several practices, with women generally appearing more concerned about the effect the practice would have on their personal privacy. Additionally, the study found that men were likely to adopt behaviors to protect their privacy when they became concerned; women, however, rarely adopted protective behaviors. Implications for web advertisers are provided.     

Gender attitudes and the effect of board gender diversity on corporate environmental responsibility

We investigate how societal attitudes toward gender moderate the positive effect that gender diversity of a firm's board of governors has on its corporate environmental responsibility (CER). Using a sample of Chinese listed firms, we show that board gender diversity improves CER, particularly when female board members hold positions of authority. However, the positive influence of female board members is attenuated in provinces that have higher male-to-female sex at birth ratios. This finding suggests that gender diversity enhances board effectiveness on CER, and the societal prevalence of gender discrimination hinders the status of women in corporate governance.     

Gender-Based Pricing in the Hairdressing Industry

This paper reviews the evidence and evaluates the claim that the hairdressing industry systematically discriminates on the basis of gender and compares the way in which courts in the UK and US have dealt with such allegations. We argue that "transaction costs" can be used to provide an alternative (perhaps more satisfactory) explanation for the pricing patterns observed than does price discrimination. Any decision to ban gender-based pricing will imply a difficult trade-off between economic efficiency and concerns for gender equality.     

Cognitive moral development and attitudes toward women executives

Research has shown that men and women are similar in their capabilities and management competence; however, there appears to be a glass ceiling which poses invisible barriers to their promotion to management positions. One explanation for the existence of these barriers lies in stereotyped, biased attitudes toward women in executive positions. This study supports earlier findings that attitudes of men toward women in executive positions are generally negative, while the attitudes of women are generally positive. Additionally, we found that an individual's level of cognitive moral development correlates significantly with attitudes toward women executives. Limitations of the present study and implications for ethics and diversity training in organizations are discussed. Debbie Thorne is an Assistant Professor of Marketing at The University of Tampa. She earned her doctorate in 1993. Her research has been published in conference proceedings and in The Journal of Teaching in International Business and The Journal of Business Ethics.Linda Howell Everett is an Associate Professor of Management in the Master of Arts in Organizational Management program at Trevecca College, Nashville, Tennessee. Her research interests include business ethics, decision making, risk, and mergers and acquisitions.Carol Danehower is an Assistant Professor of Management in the Fogelman College of Business and Economics at The University of Memphis. Her research interests include gender issues, employee motivation, and employee benefits.     

Gender Differences in Service Quality Expectations in the Fast Food Industry

Abstract

Services marketers can influence the evaluation of service quality by “managing” customer expectations. Expectations can also provide insights into market segmentation strategies. Gender is often used as a segmentation variable since it is easily identifiable, accessible, and profitable. The purpose of this study was to examine if there are any gender-based differences in the expectations of service quality in the fast food industry. Hypotheses on gender differences in expectations were tested by an ANOVA, where the composite scores of each of the five dimensions of fast food service were used as dependent variables. The expectations of women were significantly higher than men in four of the five dimensions of fast food service quality.     

Women Managers in Hong Kong: Personal and Political Agendas

The proportion of women managers in Hong Kong has been steadily increasing in recent years. Hong Kong's ‘can-do’ spirit, education system and laws against sex discrimination probably have contributed to the increase. However, roles in the private (home) and public (work) spheres remain highly gendered. This has led to intense worak–family stress for women managers, some of whom also face sex discrimination at work, such as negative attitudes toward women, the old-boy network and sexual harassment. However, the overall level of awareness of sex roles and sex discrimination among women managers is low. Furthermore, women managers tend not to court open and direct confrontation. Instead, they tend to pursue individualistic personal coping strategies. Women managers rely on support from their extended family and hire domestic help to cope with work–family stress. Women managers also work hard to prepare themselves for a job move when they perceive or encounter sex discrimination. They tend not to make demands of their husbands, the workplace, or the government due to concepts about the private and public divide and about gender roles in these two spheres. We argue that political agendas which push for more flexible gender roles, state childcare and women- and family-friendly organizational policies are needed to bring more women into management at a faster pace.     

Is psychology of money a gendered affair? A scoping review and research agenda

The study of gender differences in the financial domain is gaining increasing attention as evidenced by the UN 2030 Agenda for Sustainable Development. Previous research has highlighted the existence of a gender divide in many economic issues; however, there is still a lack of comprehensive understanding of the psychological aspects of money management. This systematic scoping review aims to fill this gap by outlining gender differences in money attitudes and money management practices, adopting the Scientific Procedures and Rationales for Systematic Literature Reviews protocol as methodological guideline. An extensive analytical strategy was employed on Scopus, Web of Science, PsycINFO, and EconLit to identify 100 empirical papers on the topic, published between 1972 and 2021. The analysis revealed clear differences in how men and women approach to money from a symbolic and attitudinal perspective, whereas evidence of money management practices is more complex and sometimes conflicting. Men and women hold different conceptions of money, with men often looking at it as a symbol of success and power and women holding more ambivalent attitudes toward money as both a source of anxiety and a means to ensure security and prove their love. As far as for financial behaviors studies indicate that both genders have similar approaches to savings and expenses monitoring, while financial investments are primarily pursued by men. Future directions and suggestions for private and public institutions are discussed, highlighting research advancements and implications for gender empowerment programs and customized communications.     

Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information

Recent research has reported that visual artwork used in advertisements or on product packaging affects perceptions of luxury and contributes positively to attitudes toward products. Thus, the use of visual artwork has been recommended to promote products. We investigated the effect of artwork on purchase intentions and identified a co-occurring negative effect via perceptions of expensiveness. Our research indicates that the sign of the overall effect of artwork depends on two moderators. The positive effect via perceptions of luxury exists only for hedonic products but not for utilitarian ones. The negative effect via perceptions of expensiveness only appears when information about the product’s price is not provided to the consumer. Based on our findings, we recommend using art only for hedonic products for which the prices are known.     

Gender differences in the work commitment of Chinese workers: An investigation of two alternative explanations

This study explores the differences in work commitment between Chinese male and female employees. We develop a model that specifies the major antecedents of job and organizational commitment in the Chinese workplace. We then examine whether the gender differences can be attributed to factors related to gender role ideology or unfavorable work conditions encountered by women. Several hypotheses are formulated and tested with a data set collected from 582 employees in Beijing. The findings reveal that employee work commitment is related to organizational support, job characteristics, and perceptions of gender discrimination. Further, it is found that the level of job commitment of women is lower than that of men, whereas the level of organizational commitment is the same for both sexes. The lower level of job commitment of women is due largely to their stronger perception of gender discrimination, receiving less challenging job assignments, and engaging in a low level of leader–member exchange. The theoretical and practical implications of these findings are discussed.     

Consumer response to online/offline price differentiation

This research explores the impact of channel-based price discrimination on key consumer reactions. Three experimental studies provide evidence that price differentiation with lower online prices is feasible. Results indicate the effects observed depend on the size of the price difference and differ between product categories. The studies provide evidence on the interplay of two central cognitive effects when facing channel-based price differences: (a) implicit assumptions on higher costs running a conventional store which may justify differing prices versus (b) a general negative attitude towards price discrimination. Moreover, we show actively communicating additional value provided offline fosters acceptance of price discrimination.     

Women business owners in traditional and non-traditional industries

Small businesses continue to grow in importance to the national economy. According to the Small Business Administration, America's 22 million small businesses generate more than half of the nation's Gross Domestic Product and are the principal source of new jobs. The National Foundation for Women Business Owners reported that between 1987 and 1994, the number of women-owned businesses grew by 78% and women-owned firms accounted for 36% of all firms. Although the growth in the number of women-owned businesses is encouraging, the size of such businesses remains small in terms of both revenues and number of employees, especially in comparison to male-owned businesses. One explanation for this disparity is that female business ownership is concentrated primarily in the retail and service industries where businesses are relatively smaller in terms of employment and revenue as opposed to high technology, construction, and manufacturing.One of the most fruitful streams of research in women's occupational choice has been based on social learning theory. Specifically, self-efficacy has been found to relate to both type and number of occupations considered by college men and women, and with regard to traditional and non-traditional occupations. Entrepreneurship researchers have also used social learning theory to study entrepreneurial intentions. This study builds on that background of women's career development and entrepreneurial intentions to examine differences between traditional and non-traditional women business owners. We examine 170 women business owners in various traditional and non-traditional businesses in Utah and Illinois. Questionnaires were the primary method of collecting data, in addition to 11 in-depth interviews from a sample of the survey respondents. Using a careers perspective, based on social learning theory, we hypothesized that women in these two different categories of industries would differ on levels of self-efficacy toward entrepreneurship or venture efficacy, their career expectations and their perceived social support. A second analysis was also done that explored the relationship between the same independent variables and success or performance of the business. The results offer support for using this integrative model to understand differences between women in traditional and non-traditional industries. The first analysis revealed that significant differences exist between the two groups on several of the independent variables. Traditional business owners had higher venture efficacy for opportunity recognition, higher career expectations of life balance and security and they reported that the financial support received from others was more important to them than those in non-traditional businesses. On the other hand, the non-traditional owners had higher venture efficacy for planning and higher career expectations for money or wealth than the traditional group.The second analysis explored whether success, as measured by sales, was affected by differences in venture efficacies, career expectations, or perceived support received by women in traditional businesses as compared to those in non-traditional ones. This analysis revealed that traditional women business owners might have different factors that contribute to their success than non-traditional owners. Specifically, for the traditional owners, venture efficacies for opportunity recognition and economic management as well as the career expectation of autonomy and money (or wealth) were positively related to sales. For the same group efficacy toward planning and the need for security were negatively related to sales. For the non-traditional women, venture efficacy toward planning and the career expectation of autonomy were positively related to sales while the expectation of money or wealth was negatively related. Also for the same group, the perceived importance of the emotional and financial support was negatively related to sales.In the past, most of the entrepreneurial research has used predominantly male samples of entrepreneurs. Those that include women entrepreneurs generally are comparative, between men and women. This study's comparison of two groups of women entrepreneurs offers a unique contribution to the field.Future research is recommended to further understand how venture efficacy and career expectations affect the decision to start a new business in a particular industry. It would be particularly beneficial to study venture efficacy and career expectations of prospective women entrepreneurs prior to the start of the business. Similarly, greater attention should be given to understanding how venture efficacy develops in different individuals.     

Language and market inclusivity for women entrepreneurship: the case of microfinance

Inclusive markets are key to fostering female entrepreneurship, and the microfinance sector has recognized and acted on this. Existing research has studied how institutions and organizational factors facilitate the process by which microfinance and other financial intermediaries tackle gender-based financial exclusion. But while the role of cultural institutions has been recognized as important, little research has systematically integrated culture in the study of gender-based financial exclusion. We posit that language is a cultural institution that influences the extent to which financial intermediaries are successful in outreaching women and supporting female entrepreneurship. Inspired by a performativity approach, we develop a set of hypotheses that delineate how a specific feature of language, gender marking in grammar, moderates the role of institutional (state capacity) and organizational (NGO status and global ties) factors in shaping microfinance outreach to women. Using the ratio of female to male borrowers in 2361 microfinance organizations from 115 countries during the period 1995–2015, we confirm that market inclusion of women depends on organizational and institutional factors, and that gender marking in grammar influences those relationships.     

Nine to Five: Skepticism of Women’s Employment and Ethical Reasoning

Previous work suggests that gender attitudes are associated with different individual and organizational factors. At the same time, ethics research suggests that many of these same variables can influence ethical reasoning in companies. In this study, we sought to combine these streams of research to investigate whether individual skepticism of women’s employment is related to ethical reasoning in a gender-based ethical situation. The results of the hierarchical regression analysis indicated that skepticism of women’s employment was negatively related to the recognition that the gender-based dilemma involved an ethical problem, and that skepticism was also negatively related to judgments that the situation was unethical. These findings imply that companies should advance policies that increase tolerance for women’s employment, such as diversity training codes of conduct, and ethics training.