Targeting Miss Daisy: Using age and gender to target unethical sales tactics |
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Authors: | Kelly O Cowart Peter Darke |
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Institution: | 1. Seidman College of Business, Grand Valley State University, 401 Fulton Street West, 344C DeVos, Grand Rapids, MI, 49504, USA 2. Schulich School of Business, York University, Toronto, ON, M3J 1P3, Canada
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Abstract: | Marketers often advocate the use of targeted promotional strategies because they are presumed more effective. However, common targeting variables (gender and age) can also serve to stereotype some consumers (female or older) as more vulnerable to sales pressure. The current research shows that this can cause sales agents to target these stigmatized groups with inferior products. In contrast, encouraging sales agents to empathize with target customers was effective in reducing the targeting of these groups with substandard items. Implications are discussed. |
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