Marketing technique: Activating gender stereotypes just to knock 'em down

A new study by USC Marshall Professor Valerie Folkes and Ohio State University Professor Shashi Matta looks at the issue of product perception of consumers through the lens of gender stereotypes. The researchers conclude that while traditional gender stereotypes can still have a significant influence on consumer behavior in the 21st century, there are ways that firms can activate these stereotypes solely to transcend them.

Fuente : http://www.eurekalert.org/pub_releases/2013-02/ums...