When Kiosk Retailing Intimidates Shoppers: How Gender-Focused Advertising Can Mitigate the Perceived Risks of the Unfamiliar

My Bui

Loyola Marymount University

Anjala S. Krishen

University of Nevada, Las Vegas

Michael S. LaTour

Cornell University

Management slant

  • 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.