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

This study addresses kiosk-based shopping behavior among female consumers. The authors sought to build upon existing promotional retail research that showed and explained gender differences in experiential shopping environments.

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...

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