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The Neurocognitive and Evolutionary Bases of Sex Differences in Website Design Preferences: Recommendations for Marketing Managers

The Neurocognitive and Evolutionary Bases of Sex Differences in Website Design Preferences: Recommendations for Marketing Managers

Eric Stenstrom, Gad Saad
Copyright: © 2010 |Pages: 9
ISBN13: 9781615206117|ISBN10: 1615206116|EISBN13: 9781615206124
DOI: 10.4018/978-1-61520-611-7.ch072
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MLA

Stenstrom, Eric, and Gad Saad. "The Neurocognitive and Evolutionary Bases of Sex Differences in Website Design Preferences: Recommendations for Marketing Managers." Encyclopedia of E-Business Development and Management in the Global Economy, edited by In Lee, IGI Global, 2010, pp. 725-733. https://doi.org/10.4018/978-1-61520-611-7.ch072

APA

Stenstrom, E. & Saad, G. (2010). The Neurocognitive and Evolutionary Bases of Sex Differences in Website Design Preferences: Recommendations for Marketing Managers. In I. Lee (Ed.), Encyclopedia of E-Business Development and Management in the Global Economy (pp. 725-733). IGI Global. https://doi.org/10.4018/978-1-61520-611-7.ch072

Chicago

Stenstrom, Eric, and Gad Saad. "The Neurocognitive and Evolutionary Bases of Sex Differences in Website Design Preferences: Recommendations for Marketing Managers." In Encyclopedia of E-Business Development and Management in the Global Economy, edited by In Lee, 725-733. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-61520-611-7.ch072

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Abstract

Marketing managers habitually use sex as a form of segmentation since it satisfies several requirements for efficient implementation including profitability, identifiability, accessibility, and measurability (Darley & Smith, 1995). Nevertheless, sex differences in marketing remain under-researched and continue to be a source of confusion for managers (Hupfer, 2002). Sex differences in cognitive processing are particularly relevant to e-business managers given that online consumers must process various types of spatial and perceptual information while navigating online. Despite the large body of evidence documenting consistent sex differences in cognition (Kimura, 2004), there is a paucity of research exploring how male and female consumers respond differently to various website design aspects (Cyr & Bonanni, 2005; Moss, Gunn, & Heller, 2006; Simon, 2001). Moreover, the few studies that have examined sex differences in online preferences were not grounded in any consilient theoretical framework.

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