Gender Differences in Responses to Form and Function

Jianping Liang, Sun Yat-sen University, China
Kyle B. Murray, University of Alberta, Canada
This paper explored the perceived gender differences in responses to form and function of products. From in-depth interviews, participants were found to perceive that females and males behave differently to form and function of products, depending on the product types, the product’s usage situations, and the consumer’s background and characteristics.
[ to cite ]:
Jianping Liang and Kyle B. Murray (2011) ,"Gender Differences in Responses to Form and Function", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.