The Product Choices of Young Adult Consumers – Does Gender Matter?

Renu Emile, Auckland University of Technology, New Zealand
Kenneth F. Hyde, Auckland University of Technology, New Zealand
Mike Lee, University of Auckland, New Zealand
Through content analysis of 266 product photos from 28 participants, this paper aims to ascertain the influence of gender on the product choices that young adult consumers make, and whether females and males employ products to communicate aspects of the self in similar or different ways.
[ to cite ]:
Renu Emile, Kenneth F. Hyde, and Mike Lee (2012) ,"The Product Choices of Young Adult Consumers – Does Gender Matter?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 371-378.