Norm Effects on Gender in Social Marketing Campaigns Promoting Savings Behavior

Hye Jin Yoon, Southern Methodist University, USA
Carrie La Ferle, Southern Methodist University, USA
Research examining the influence of social norms on gender is scarce. Two experimental studies found males and females to respond differently to various types of norm information in social marketing campaigns on saving money. The findings provide implications for theoretical as well as practical contributions.
[ to cite ]:
Hye Jin Yoon and Carrie La Ferle (2014) ,"Norm Effects on Gender in Social Marketing Campaigns Promoting Savings Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 820-820.