Gender Differences in Consumer Decision Making For Personal Computers: a Test of Hypotheses
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Abstract
llypotheses regarding gender differences in decision maktnglor a highlechnologt product are tested tning available censtn and atwq data about personal cornputer use and ownerchip. This case-study reveals gendcr differences in involvement, values associated with the product, information sources, attfibutes used to evaluate brands, feelings about the technologt, purchase and wage rates, and spectfic applications. Strategic implications and directions for future research are discussed. The causes, nature and role of gender differences arouse curiosity and controversy ' While the covers of Newsweek and Timg speak to the masses of "Gunsand Dolls, " (Shapiro 1990) and ask "WhyAre Men and Women Different?"