Targeting Miss Daisy: Using Age and Gender to Target Unethical Sales Tactics
Document Type
Article
Publication Date
2014
Keywords
Age, Gender, Ethics, Perspective taking, Stereotypes, Target marketing
Abstract
Marketers often advocate the use of targeted promotional strategies because they are presumed more effective. However, common targeting variables (gender and age) can also serve to stereotype some consumers (female or older) as more vulnerable to sales pressure. The current research shows that this can cause sales agents to target these stigmatized groups with inferior products. In contrast, encouraging sales agents to empathize with target customers was effective in reducing the targeting of these groups with substandard items. Implications are discussed.
Digital Object Identifier (DOI)
https://doi.org/10.1007/s11002-013-9242-5
Citation / Publisher Attribution
Marketing Letters, v. 25, p. 67-75
Scholar Commons Citation
Cowart, Kelly O. and Darke, Peter, "Targeting Miss Daisy: Using Age and Gender to Target Unethical Sales Tactics" (2014). School of Marketing and Innovation Sarasota Manatee Campus Faculty Publications. 3.
https://digitalcommons.usf.edu/mai_facpub_sm/3
Was this content written or created while at USF?
Yes
