Information search patterns for gift purchases: a cross‐national examination of gender differences

Abstract

This exploratory study examines the underlying determinants as well as the dimensionality of in-store information searches for a Christmas clothing gift, focusing specifically on the differential effect of gender on information acquisition. A selfadministered survey, containing personality, situational and standard demographic measures, was administered to actual consumers in three Western countries, shortly after the Christmas season. Confirmatory factor analysis verified that in-store information is indeed a multidimensional construct, composed of three distinct factors: macro information search, micro information search and salesperson help. Consistent with expectations, compared to males, females tended to acquire macro and micro information to a greater extent; males were more apt to seek the assistance of store sales personnel than females. This pattern was generally robust across the three countries. Other observed gender and/or country-sample differences are discussed. Employment status Newman, 1977 (+,-) (+): positively correlated with search; (À): negatively correlated with search; (0): non-significant findings

Smart Shoppers’ Purchasing Experiences: Functions of Product Type, Gender, and Generation

“…These differences support the findings that men are characteristically functional, impulsive shoppers while women are typically hedonic, organized shoppers (Hu & Jasper, 2004;Men buy, women shop, 2007;Wiedmann, Walsh, & Mitchell, 2001). Males report being confused by overchoice (Bakewell & Mitchell, 2004;Cleveland et al, 2003), while females conduct more product search and product/price comparisons (Cleveland et al, 2003;Dennis & McCall, 2005;Laroche, Saad, Cleveland, & Browne, 2000). Men often purchase well-known brands to reduce confusion brought on by overchoice and are less focused on promotions than women (Neff, 2011;Wiedmann et al, 2001); however, Brosdahl & Carpenter (2011) found male participants to be price conscious and brand loyal.…”

“…and out of a store whereas women want a shopping experience (Men buy, women shop, 2007). Another distinctive gender difference is the amount of shopping enjoyment; women typically enjoy the shopping experience more than men (Cleveland et al, 2003;Hu & Jasper, 2004;Van Slyke, Comunale, & Belanger, 2002). These differences support the findings that men are characteristically functional, impulsive shoppers while women are typically hedonic, organized shoppers (Hu & Jasper, 2004;Men buy, women shop, 2007;Wiedmann, Walsh, & Mitchell, 2001).…”

“…Typical female teens spend substantial amounts of money on fashionable apparel that boosts their self-confidence (Haytko & Baker, 2004). In contrast, middle-aged men with little interest in apparel often make purchases swiftly, decisively, and resolutely with less perceived risk (Cleveland et al, 2003).…”

Gendered Perceptions of Family Businesses’ Marketing Stimuli

“…Regarding information search, Cleveland and Babin (2003) three-country study confirmed differences in male/female behavior. Males were more apt to seek the assistance of store sales personnel than females in all three countries.…”

Časoprostorové modely nákupního chování české populace

“…také oděvy a obuv. Rozdíly jsou také mezi pohlavími, ženy jsou obecně více citlivé k čistotě daného centra a jeho okolí a mají z nakupování větší "požitek", na což mimo jiné poukazují ve svých studiích také Cleveland et al (2003) či Jackson et al (2011). Co se týče sortimentu, ženy inklinují právě k výše uvedeným oděvům, obuvi a doplňkům, muži se více orientují na sportovní potřeby, zábavu a trávení volného času.…”