Title

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

Was this content written or created while at USF?

Yes

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