Tami Kim | Source | Assistant Professor of Business Administration at University of Virginia Dard...
Tami Kim
Assistant Professor of Business Administration at University of Virginia Darden School of Business
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University of Virginia Darden School of Business
Assistant Professor of Business Administration
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‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells
Just how far will women go to avoid products labeled "for women?" Research by Leslie K. John and colleagues explores why gender marketing usually offends the very people a company is trying to attract.
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The moment you affix a gender identity label on the higher-value button, we see that people’s preference for the button goes down, suggesting that women were actually avoiding the very item that was trying to appeal to them.
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