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Gender Differences in Information Search: Implications for Retailing

by Sheng-Fen Chien

01

Nelson Barber University of New Hampshire, Durham, New HampshireTim Dodd and Natalia Kolyesnikova Texas Tech University, Lubbock, Texas

Journal of Consumer Marketing26/6(2009) P.415-426

02

To examine the influence on search behavior of gender, purchase confidence, and internal knowledge during different purchase situations.

It is expected that there will be gender differences on search behavior, particularly given different purchase situations.

Purpose

03IntroductionPrevious study…Although an individual’s perception of risk is ‘subjective’, the manner in which it is perceived and information evaluated is related to gender (Meyers-Levy and Maheswaran, 1991).

Previous study…Although an individual’s perception of risk is ‘subjective’, the manner in which it is perceived and information evaluated is related to gender (Meyers-Levy and Maheswaran, 1991).

Making Decision Purchase Confidence

evaluation of relevant cues in the environment

More willing to take chance

thorough processing of all available information

More conservative

Researchers Darley and Smith, 1995 Rahman, 2000

041. Past product experience

2. Objective knowledge

3. Subjective knowledge

predictor of search behavior

Internal Knowledge

05Search Behavior

Internal Information

External Information

• Memory• Internal knowledge• occurs prior to

external information search.

• Memory• Internal knowledge• occurs prior to

external information search.

• Everything but memory

• Everything but memory

Personal(ex: friends, salesperson)

Impersonal(ex: critics, magazines)

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06Purchase ConfidenceConsumer purchase confidence is the extent to which a consumer feels capable and assured with respect to marketplace decisions and behaviors. As such, purchase confidence reflects consumers’ subjective evaluations of their ability to generate positive experiences in the marketplace.

07Method

Self-selected, judgment sample

Pilot: 25 individuals in different states of America

1200 internet survey, 45%response rate

MANOVA (Multivariate analysis of variance)

08Wine

Provides a variety of drinking situations

Can be influenced by gender perceptions

An experiential consumer product

Wine markets are

thriving

09Independent VariableUsage

Situation

1. As a gift2. Dinner party

away from home

3. Business/boss dinner party away from home

Purchase Confidence

Subjective Knowledge

Directly ask questions about perceived levels of purchase confidence.1.High2.Neutral3.Low

Four questions using two 7 point scale.1.High 2.Some3.Low

Strongly agree

Strongly disagree

Not at all knowledgeable

Very knowledgeable

1 2 3 4 5 6 7

10Dependent VariableSource of information

1. Friend/family2. Clerk/salesman

3. Critics4. Point of sale material5. Published material6. Personal experiences

Personal

Impersonal

Not very important

Very important

1 2 3 4 5 6 7

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11Result- Descriptive

Average age: 41(71%>51 years old)

35% household income >$100,000F=M

80% high educatedF>M

12Male Female

Purchase Confidence

30% high confidence

22% high confidence

Subjective Knowledge-•Feel knowledgeable•Compare to friends, consider themselves experts

M=4.3SD=1.1

M=4.1SD=1.0

M=3.6SD=1.3

M=3.1SD=1.2

Sources of information

Critics(M=4.2)Published material(M=4.1)

Friends/Family(M=5.5)Clerks(M=4.3)

Result- Descriptive

As a gift, friends/family and clerks become the most important!

13MANOVA-Situational useTable 1. Factorial Design MANOVA Summary Table: Main Effect of Situational Use Multivariate Tests of Significance

Statistical Power of MANOVA Tests

Univariate F Tests

14MANOVA-Gender

Univariate F Tests

15MANOVA-Purchase Confidence

Univariate F Tests

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16MANOVA-Subjective Knowledge

Univariate F Tests

17Situational

Use Gender Purchase

ConfidenceSubjective knowledge

Friend/family

Clerk/sales-man

Critics

Point of sale material

Published material

Personal experiences

Overall factorial effect

18Pairwise Comparisons

19Discussion

Females' search behavior often entails interpersonal affiliations and are accepting of others opinions. For males, they found impersonal or published material, most important in information search confirming the belief that males are less comfortable with personal interaction in making decisions

Offer insight into how males search for information

When knowledge and confidence are considered, along with gender, then the differences are remarkably different and unexpected.

20What I think…

Questions?

Wine as a product

Method is quite complicated

Samples might not be representative

Questionnaire??

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