Gender-based marketing

Abstract

Roles are prescribed pattern behavior expected of a person in a situation. Gender roles are ascribed roles based on the sex of the individual rather than on characteristics the individual can control. In contrast an achievement role is acquired based on performance over which an individual does have some degree of control. Gender roles, particularly female roles, have undergone radical changes in the past 25 years. The fundamental shift has been for the female role to become more like the traditional male role. Virtually all aspects of our society, including marketing activities, have been affected by this shift. Roles are prescribed pattern behavior expected of a person in a situation. Gender roles are ascribed roles based on the sex of the individual rather than on characteristics the individual can control. In contrast an achievement role is acquired based on performance over which an individual does have some degree of control. Gender roles, particularly female roles, have undergone radical changes in the past 25 years. The fundamental shift has been for the female role to become more like the traditional male role. Virtually all aspects of our society, including marketing activities, have been affected by this shift.