Self-Concept by Gender: A Focus on Male-Female Consumer

Abstract

AbstractThe purpose of this exploratory study is to evaluate the differences/similarities between male and female consumers concerning their actual and ideal self-images. The results of this study reveal that there are statistically significant differences between male and female consumers in the ratings of some of the actual and ideal self-image descriptors. Marketing management implications of the results are also assessed in this paper. Additional informationNotes on contributorsA. Ben OumlilA. Ben Oumlil (Ph.D., University of Arkansas) is an associate professor of marketing at the University of Dayton, where he was named the Hobart Scholar. He is a member of various professional organizations including the Academy of International Business, The Association of Global Business, the Academy of Marketing Science, the American Marketing Association, the Association of Consumer Research, and Who’s Who, among others. Also, he serves as a Board Member and a member of Organization Committee for the Midwest Business Administration Association, Midwest Marketing Association, and International Business Association.Dr. Oumlil is the author of a book (Economic Change and Consumer Behavior), case studies, and chapters in various business textbooks, and numerous articles in refereed academic Journals (including Journal of Business Research, Journal of Marketing Theory and Practice, Journal of the Market Research Society, International Journal of Management, Industrial Marketing Management, Journal of Hospital Marketing, Journal of Purchasing and Material Management, Journal of Marketing Management, Educational and Psychologyical Measurement, Behavioral Science Methods and Instruments and Computers, among others). He has presented numerous research papers at various professional organizations’ meetings in the U.S.A., Canada, Asia, Europe, Africa, and Latin America.Orhan ErdemOrhan Erdem (Ph.D., University of Arkansas) is a professor of marketing at Erciyes University. His research interests are in the areas of Patronage Behavior, Consumer Values, Perceived Risk, Outshopping Behavior, Self-Image Theory, Shopping Orientations, Attitudes towards Advertising, and Country-of-Origin Effects on Product Choice Behavior. He is a member of various professional organizations.Dr. Erdem has published a chapter titled “A Comparison and Test of Three Causal Models of Patronage Intentions,” published in Patronage Behavior and Retail Management, eds., Professors R. F. Lusch and W. R. Darden. He has published articles in refereed academic Journals (including The American Statistician). He has presented numerous research papers at various professional organizations’ meetings and conferences in the U.S. and abroad, including the Academy of Marketing Science, the Academy of International Business-Southeast Region, the American Marketing Association Patronage Theory Conference, the Southwestern Marketing Association, and the Southwestern Society of Economists.