What’s best for whom? The effect of product gender depends on positioning
ISSN: 0309-0566
Article publication date: 22 January 2018
Issue publication date: 20 February 2018
Abstract
Purpose
This paper aims to investigate how product positioning affects the influence of product gender on consumers’ product evaluations.
Design/methodology/approach
Using experimental designs, this research investigates how hedonic versus functional consumption goals affect consumers’ choice between feminine and masculine products (Study 1) and how positioning products as either hedonic or functional influences consumers’ evaluations of feminine and masculine products (Studies 2 and 3).
Findings
When pursuing hedonic consumption goals, consumers are more likely to choose feminine (vs masculine) products, whereas when pursuing functional consumption goals, consumers are more likely to choose masculine (vs feminine) products. Further, consumers evaluate feminine products more favorably when the products are hedonically (vs functionally) positioned, whereas they evaluate masculine products more favorably when the products are functionally (vs hedonically) positioned. Perceptions of product credibility mediate this effect.
Research limitations/implications
Connecting theories of gender identity, product positioning and congruity, this study extends previous literature by demonstrating that the effects of product gender are context-dependent.
Practical implications
Many companies use visual design cues (e.g. shape, color) to promote their products’ gender. The findings of this study suggest that companies promoting their products as feminine should highlight the products’ hedonic benefits, whereas companies promoting their products as masculine should highlight the products’ functional benefits.
Originality/value
Applying a conceptual congruity approach, this research is the first to demonstrate that the effects of product gender on consumers’ product evaluations depend on the product’s positioning.
Keywords
Citation
Schnurr, B. (2018), "What’s best for whom? The effect of product gender depends on positioning", European Journal of Marketing, Vol. 52 No. 1/2, pp. 367-391. https://doi.org/10.1108/EJM-03-2017-0207
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited