Event-Related Potentials Differentiate Gender-Based Responses to Brands

Authors

• William J. Jones, Ramapo College of New JerseyFollow
• Kelene A. Fercho, Federal Aviation Administration
• Lee A. Baugh, University of South Dakota

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.

Copyright

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DOI

10.20429/amtp.2022.20

Recommended Citation

Jones, William J.; Fercho, Kelene A.; and Baugh, Lee A., "Event-Related Potentials Differentiate Gender-Based Responses to Brands" (2022). AMTP Proceedings 2022. 20.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/20