This Element is an excerpt from The Truth About What Customers Want (9780137142262) by Michael R. Solomon. Available in print and digital formats.
Marketing to men, marketing to women, and marketing to "übersexuals" . . . .
Sexual identity is an important component of a consumer's self-concept. People often conform to their culture's expectations about how those of their gender should act, dress, or speak. Consider the gender differences that market researchers observe when they compare the food preferences of men to those of women. Women eat more fruit; men are more likely to eat meat. As one food writer put it, "Boy food doesn't grow. It is hunted or killed . . . ."
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About the Author
Michael R. Solomon, Ph.D. is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia. He also is Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester, U.K. His primary research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, the psychology of fashion, decoration, and image, services marketing, and the development of visually-oriented online research methodologies. He has published numerous articles on these and related topics in academic journals, and he has delivered invited lectures on these subjects in the UK, Scandinavia, Australia, and Latin America. His books include Consumer Behavior: Buying, Having, and Being. Solomon received the Cutty Sark Men's Fashion Award for his work on the psychology of clothing.