When Kiosk Retailing Intimidates Shoppers: How Gender-Focused Advertising Can Mitigate the Perceived Risks of the Unfamiliar
Loyola Marymount University
University of Nevada, Las Vegas
- Advertising campaigns specifically tailored for different genders are more effective in reducing risk perceptions for kiosk retailers.
- Increase satisfaction and patronage among female shoppers by developing advertisements that emphasize the benefits and unique customer services provided by kiosk retailers.
- Targeted promotions toward females for kiosk retailers are critical to the reduction of possible regret and risk perceptions.
- Kiosk retailers benefit from employee sales-training seminars that further develop sales techniques geared toward different genders.