Skip to main content
Article thumbnail
Location of Repository

Choices and preferences: Experiments on gender differences

By G. Moss and Andrew M. Colman


This is the author's final draft.\ud This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version [Journal of Brand Management, 2001, 9, pp.89-98.] is available online at:\ud \ud 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 exhibition. 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

Publisher: Palgrave Macmillan
Year: 2001
OAI identifier:

Suggested articles


  1. 5th edition, Prentice-Hall,
  2. (1968). Attitudinal effects of mere exposure’, doi
  3. (1995). Cases in Marketing Management’, doi
  4. (1995). Differences in the design aesthetic of men and women: Implications for product branding’, doi
  5. (2001). EVEolution’, HarperCollins Business,
  6. (1966). Experimenter Effects in Behavioral Research’, Appleton-Century-Crofts,
  7. (1998). Eye and Brain: doi
  8. (1997). Facial and verbal measures of children’s emotions and empathy’, doi
  9. (1986). Familiarity and liking: Direct tests of the preference-feedback hypothesis’, doi
  10. (1984). From individual differences to social categories’, doi
  11. (1995). Gender issues in psychology’, in
  12. (1981). Gender schema theory: A cognitive account of sex typing’, doi
  13. (1992). Gender Stereotypes and Roles’, 3rd edition,
  14. (1982). Measuring Stereotypes: A Thirty Nation Study’,
  15. (2001). Next’s founder to fashion Marks and Spencer look’,
  16. (1979). Quasi-experimentation: Design and analysis issues for field settings’, doi
  17. (1996). ref. 4 above;
  18. (1992). Sex differences in the brain’, doi
  19. (1995). Survey methods, naturalistic observations, and case-studies’,
  20. (1954). The Practice of Marketing’, Harper and Row,
  21. (1974). The Psychology of Sex Differences’, doi
  22. (1978). The relationship between the drawing characteristics of children and their sex’, unpublished doctoral dissertation,
  23. (1912). What London children like to draw’,

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.