Navigation Links
Men Likely to Research a Purchase, Not Ask for Advice

Women quicker to gather opinions from others, survey finds

FRIDAY, Jan. 29 (HealthDay News) -- When lost on the roadway, men have a reputation for being less likely than women to ask for directions, and new research suggests that the same behavior may hold true when men go shopping.

In a new study of consumer behavior, researchers surveyed 543 male and female wine consumers who were purchasing wine for themselves or as a gift.

According to Nelson Barber, an associate professor of hospitality management at the University of New Hampshire, and colleagues, women were more apt to ask friends or family members for advice about making a purchase, while men were more likely to turn to impersonal sources for information, such as published materials.

But men don't always avoid asking for help. The study authors found that men will turn to others for assistance -- including retail clerks, friends and family -- if they have inadequate information. And when buying wine as a gift, men valued getting opinions from friends, family and retail clerks just as much as women did, the survey found.

In general, male survey participants viewed themselves as knowing more about wine than female survey participants did, the researchers noted. However, the study authors pointed out, women buy an estimated 80 percent of the wine bought in the United States.

"This research highlights the role of gender in decision-making research. The current study provides marketing professionals with new insights to developing better strategies. They need to be aware that in addition to objective product characteristics, customers' purchasing decisions may be driven by less obvious factors, such as those investigated in this study-- self-assessed knowledge, purchase confidence, and the purchase situation," Barber said in a university news release.

The findings are published in the January issue of the Journal of Consumer Marketing.

More information

To learn more about how the brain works, visit the U.S. National Institute of Neurological Disorders and Stroke.

-- Randy Dotinga

SOURCE: University of New Hampshire, news release, Jan. 22, 2010

Copyright©2010 ScoutNews,LLC.
All rights reserved

Related medicine news :

1. Older dental fillings contain form of mercury unlikely to be toxic
2. Mixed-handed children more likely to have mental health, language and scholastic problems
3. Children more likely to catch swine flu, says new research
4. Young hunters most likely to be injured using tree stands, say UAB researchers
5. 2/3 of Australians unlikely to get vaccinated against swine flu
6. Certain Childhood Cancers More Likely to Recur
7. Online Identities Likely to Match Reality
8. Global Measles Deaths Drop By 78%, But Resurgence Likely
9. Teen Internet Addicts More Likely to Self-Harm: Study
10. Just 25% of Voters in Competitive 2010 Senate Races “Much More Likely” to Support Pelosi-Democrats Who Voted for Health Care Bill
11. Study Shows Hospital Report Cards Unlikely to Spur Improvement
Post Your Comments:
(Date:11/25/2015)... , ... November 25, 2015 , ... ... has focused on providing comprehensive solutions involving adult stem cell therapies to patients ... officially deemed the “Regenestem” name as a Registered Trademark (RTM). , Organizations are ...
(Date:11/25/2015)... ... 25, 2015 , ... Bunion Bootie , the newest ... of the early holiday shopping season. Starting Wednesday November 25th, Bunion Booties are ... Friday promotional pricing is in addition to any automatic discounts applied when buying ...
(Date:11/24/2015)... ... November 24, 2015 , ... Eric C. Seidel, ... many benefits of the revolutionary BIOLASE WaterLase iPlus 2.0™ system. This advanced laser ... used by a dentist in Gettysburg, PA . From routine visits to ...
(Date:11/24/2015)... ... , ... New patients who wish to seek treatment for missing teeth can ... her Mississauga, ON practice. Dr. Williams has been providing dental service for over 34 ... Missing teeth can lead to a variety of complications if they are not replaced ...
(Date:11/24/2015)... ... ... Charitable giving is at its peak during the holidays. In fact, ... the year totalling over $358 billion in 2014. With more than 1.5 million ... individuals who want to “give back” during the holidays. , “With so many charities ...
Breaking Medicine News(10 mins):
(Date:11/25/2015)... 2015 Research and Markets ( ) ... - Global Forecast to 2020" report to their ... for 37.21% of the total market share in 2014. ... region is projected to growth at the highest CAGR ... primarily to the fast growing water, industrial gas treatment, ...
(Date:11/24/2015)... 25, 2015 WuXi PharmaTech (Cayman) Inc. ("WuXi" ... open-access R&D capability and technology platform company serving the ... China and the ... extraordinary general meeting of shareholders held today, the Company,s ... and approve the previously announced agreement and plan of ...
(Date:11/24/2015)... N.C. , Nov. 24, 2015  In the ... projects in an effort to quickly uncover new insights, ... --> --> However, ... a market research project and ensure that all rules ... and industry standards. Another major barrier to efficiently launching ...
Breaking Medicine Technology: