Online from: 1999
Subject Area: Marketing
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|Title:||Gender, ethnic identity and patronage likelihood for a unisex hair salon|
|Author(s):||Dwane H. Dean, (Assistant Professor in the Department of Marketing & Finance, Frostburg State University, Frostburg, Maryland, USA)|
|Citation:||Dwane H. Dean, (2012) "Gender, ethnic identity and patronage likelihood for a unisex hair salon", Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 13 Iss: 2, pp.124 - 135|
|Keywords:||Consumer behaviour, Kruskal-Wallis, Non-parametric analysis, Segmentation, Social identity theory, Undergraduates, United States of America|
|Article type:||Research paper|
|DOI:||10.1108/17473611211233468 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this paper is to examine whether young consumers, growing up during a time of cultural hybridization and at a time when the unisex hair salon has proliferated, will exhibit segments in their patronage likelihood toward a unisex hair salon staffed by young, white women. Based on social identity theory and the similarity-attraction principle, it was hypothesized that identity groups (white men, white women, non-white men, non-white women) would differ in patronage likelihood toward a unisex hair salon with an all-white, female staff. Further, based on prior qualitative research of African-American barbershops, it was proposed that non-white men would prefer a male haircutter.
Design/methodology/approach – A convenience sample of 190 university students was obtained, self-categorized into the four identity groups. Respondents reported their perceptions of a unisex hair salon presented in text and photo-collage format. Responses were analyzed with the Kruskal-Wallis H test, a non-parametric analogue to one-way ANOVA.
Findings – Compared to other groups, non-white men reported significantly lower patronage likelihood and image congruence for the described unisex salon. Also, the non-white male group was unique in having a strong preference for a male barber/stylist.
Research limitations/implications – The non-white male group was largely composed of a single ethnic minority and the perceptions of this group may not represent those of other minorities.
Originality/value – The idea that gender and ethnic identity of the servicescape affects consumer approach and avoidance behavior has not been well researched. The paper's findings suggest that if a unisex hair salon wishes to attract a non-white male clientele, the salon should have at least one non-white male service provider on staff.
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