2024-10-01 ワシントン州立大学(WSU)
A WSU-led experimental study showed that women were more inclined to purchase wine that had labels with feminine gender cues like the one on the left. A feminine label also influenced their expectation that they would like the wine better.
<関連情報>
- https://news.wsu.edu/press-release/2024/10/01/women-more-likely-to-choose-wine-with-feminine-labels/
- https://www.sciencedirect.com/science/article/abs/pii/S0278431924002421
目には見えている: ワインのラベルに描かれた性別の手がかりは、米国の女性ワイン消費者にどのような影響を与えるのか? The eyes have it: How do gender cues in wine labels influence U.S. women wine consumers?
Ruiying Cai, Demi Shenrui Deng, Christina Geng-qing Chi, Robert J. Harrington
International Journal of Hospitality Management Available online: 18 September 2024
DOI:https://doi.org/10.1016/j.ijhm.2024.103930
Highlights
- Feminine cues positively affect women consumers’ intention to purchase wine.
- Feminine wine labels positively affect women consumers’ sensory expectations.
- In-group female identification boosts the positive effect of feminine cues.
- Wine knowledge buffers the positive effects of feminine cues.
- Two online experiments and one field test were conducted.
Abstract
Little is known about women wine consumers’ reactions to gender cues in marketing communication despite their increasing purchasing power. This research examines the effects of gender cues (feminine vs. masculine) in wine labels on women wine consumers’ attitudes, sensory expectations, sensory evaluations, and purchase intentions. Two online experiments and one field test involving 462 valid responses from U.S. women consumers reveal that they hold more favorable attitudes and intentions towards feminine (vs. masculine) wine labels. The moderating effects of in-group gender identification and wine knowledge were discussed. This study responds to calls for more research about women consumers in the hospitality field and extends the application of gender schema theory to hospitality literature. The findings offer updated knowledge on how to approach gender in hospitality marketing, particularly wine marketing. This research enriches hospitality literature in terms of gender marketing and provides substantial practical implications for the wine industry.
