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Gender differences in information search strategies for a Christmas gift

Gender differences in information search strategies for a Christmas gift Examines the underlying determinants of in-store information search for a Christmas clothing gift, specifically focusing on gender differences. Two non-personal (general and specific) and one personal (sales clerk assistance) in-store information search domains were obtained from the results of a survey of actual consumers carried out shortly after the Christmas season. Consistent with the predictions of the selectivity model, females appeared to comprehensively acquire in-store information, whereas males appeared to heuristically limit their search to a smaller subset of in-store information. More specifically, females scored significantly higher than males on indices of both general and specific information search. Females, compared to males, were also found to start Christmas shopping much earlier, purchase more gifts, and embark on a greater number of shopping trips. Other observed gender differences are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Gender differences in information search strategies for a Christmas gift

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References (75)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010349920
Publisher site
See Article on Publisher Site

Abstract

Examines the underlying determinants of in-store information search for a Christmas clothing gift, specifically focusing on gender differences. Two non-personal (general and specific) and one personal (sales clerk assistance) in-store information search domains were obtained from the results of a survey of actual consumers carried out shortly after the Christmas season. Consistent with the predictions of the selectivity model, females appeared to comprehensively acquire in-store information, whereas males appeared to heuristically limit their search to a smaller subset of in-store information. More specifically, females scored significantly higher than males on indices of both general and specific information search. Females, compared to males, were also found to start Christmas shopping much earlier, purchase more gifts, and embark on a greater number of shopping trips. Other observed gender differences are discussed.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Nov 1, 2000

Keywords: Shopping; Marketing information; Consumer behaviour

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