Gender differences in information search strategies for a Christmas gift

Michel Laroche; Gad Saad; Mark Cleveland; Elizabeth Browne

doi:10.1108/07363760010349920

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Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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Gender differences in information search strategies for a Christmas gift

Document Information:
Title:	Gender differences in information search strategies for a Christmas gift
Author(s):	Michel Laroche, (Professor of Marketing, Faculty of Commerce and Administration, Concordia University, Montreal, Quebec, Canada), Gad Saad, (Associate Professor of Marketing, Faculty of Commerce and Administration, Concordia University, Montreal, Quebec, Canada), Mark Cleveland, (MSc graduate in Marketing, Faculty of Commerce and Administration, Concordia University, Montreal, Quebec, Canada), Elizabeth Browne, (MSc graduate in Marketing, Faculty of Commerce and Administration, Concordia University, Montreal, Quebec, Canada)
Citation:	Michel Laroche, Gad Saad, Mark Cleveland, Elizabeth Browne, (2000) "Gender differences in information search strategies for a Christmas gift", Journal of Consumer Marketing, Vol. 17 Iss: 6, pp.500 - 522
Keywords:	Consumer behaviour, Gender, Marketing information, Shopping
Article type:	Research paper
DOI:	10.1108/07363760010349920 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Examines the underlying determinants of in-store information search for a Christmas clothing gift, specifically focusing on gender differences. Two non-personal (general and specific) and one personal (sales clerk assistance) in-store information search domains were obtained from the results of a survey of actual consumers carried out shortly after the Christmas season. Consistent with the predictions of the selectivity model, females appeared to comprehensively acquire in-store information, whereas males appeared to heuristically limit their search to a smaller subset of in-store information. More specifically, females scored significantly higher than males on indices of both general and specific information search. Females, compared to males, were also found to start Christmas shopping much earlier, purchase more gifts, and embark on a greater number of shopping trips. Other observed gender differences are discussed.