Document Type
Conference Proceeding
Publication Date
2022
Abstract
Despite significant advances in scholarship at the intersection of gender and neuroscience, marketing scholars have failed to capitalize on these developments. This research seeks to fill a gap in the literature by examining brain-related responses to brands as a function of gender using event-related potentials (ERPs), which employs time-locked electroencephalographic (EEG) data. Thirty-three participants (17 female) made evaluations of clothing brands and clothing articles, individually and combined, while their preferences and brain-related data were recorded. Results reveal a gender-based dissociation in the time course of product-brand evaluations and offer new insights for gender selectivity theory.
Recommended Citation
Jones, William J.; Fercho, Kelene A.; and Baugh, Lee A., "Event-Related Potentials Differentiate Gender-Based Responses to Brands" (2022). Association of Marketing Theory and Practice Proceedings 2022. 20.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/20
