Consistent use of a valid measurement approach is essential for producing replicable research, along with the accumulation and integration of knowledge. Although gender is one of the most studied constructs in marketing, the literature remains muddled regarding a valid measurement of gender. In this work, we review the extant literature to outline the evolution of four main approaches toward conceptualizing and measuring gender. Further, we systematically review the common measures of gender in consumer research and delineate their inherent validity issues and impact on consumer welfare. Finally, we propose solutions for amending common gender measurement practices and directions for future research.
Prior research on cause‐related marketing (CM) shows that congruencies between for‐profit and nonprofit organizational missions and target markets affect consumers' perceptions of the partnership fit, and their subsequent response to CM promotions. The current work explores how congruencies between for‐profit and nonprofit sizes influence consumers' perceptions of the partnership fit, and subsequently, their attitudes toward CM efforts. Study 1 shows that consumers perceive a low degree of organizational partnership fit between a small for‐profit and large nonprofit (relative to other partnership configurations). Study 2 shows the nature of donated resources can affect organizational partnership fit perceptions, such that donations of needed goods (vs. money) can improve consumers' perceptions of partnership fit between a small for‐profit and large nonprofit. Study 3 shows that organizational cause congruency and organizational size both independently contribute to perceptions of organizational partnership fit.
Marketers commonly use ads that associate brands with success in persuasive communications. Yet, these ads may not be the most effective way to promote brands, particularly masculine brands. The current research examines when and why failure messaging can be an effective promotional approach. Across eight studies using both observational and experimental data from field and lab settings, the authors demonstrate that experiences of failure in achievement contexts, and ads that employ failure (vs. success) messaging, are more effective in promoting masculine but not feminine or neutral brands. An increase in consumers’ hostility mediates these effects. Feminine brands that employ aggressive branding cues (e.g., red color) can also benefit from failure messaging. Additionally, the benefits of failure messaging are enhanced when people do (vs. do not take) responsibility for their failures, and this moderating effect is intensified (weakened) when failures are attributed to unstable (stable) causes. Finally, the consumption of masculine options was found to assist consumers in recovering from achievement failures.
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