This video explains the crucial role gender identity plays in product choice and marketing messages.
- Gender identity is an important component…of a consumer's self concept.…People often conform to their culture's expectations…about how those of their gender should act, dress or speak.…We refer to these sets of expectations as sex roles.…Of course, these guidelines change over time…and they differ radically across societies.…As the famous book says, Men are from Mars,…Women are from Venus.…Gender differences are important…for marketers to understand.…
Consider the differences market researchers observe…when they compare the food preferences of men…to those of women.…Women eat more fruit, men are more likely to eat meat.…As one food writer put it, boy food doesn't grow,…it is hunted or killed.…Indeed, consumers do tend to view meat…as a masculine product.…In one case, a company that sells soy patties,…found that men viewed the food as feminine…so its solution was to add artificial grill marks…on the patties to make them look like cuts of meat.…
Another popular book once proclaimed,…Real Men Don't Eat Quiche.…In addition to Quiche, marketers promote…
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior