Choices and preferences: Experiments on gender differences

Gender differences in consumer choices and preferences were explored in two quasi-experiments. In Experiment I, business cards were collected from 144 men and 83 women attending a Young Designers exbibition. The business cards of male designers were found to be of standard size and printed on white card significantly more often than the cards of female designers. In Experiment II, 35 female and 30 male respondents indicated which of four representative Christmas cards they preferred. A significant tendency was found for respondents to choose cards designed by members of their own sex. These findings are discussed in relation to earlier research into gender differences, and implications for design and brand management are outlined.