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Targeting Miss Daisy: Using age and gender to target unethical sales tactics

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  • Kelly Cowart
  • Peter Darke

Abstract

Marketers often advocate the use of targeted promotional strategies because they are presumed more effective. However, common targeting variables (gender and age) can also serve to stereotype some consumers (female or older) as more vulnerable to sales pressure. The current research shows that this can cause sales agents to target these stigmatized groups with inferior products. In contrast, encouraging sales agents to empathize with target customers was effective in reducing the targeting of these groups with substandard items. Implications are discussed. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Kelly Cowart & Peter Darke, 2014. "Targeting Miss Daisy: Using age and gender to target unethical sales tactics," Marketing Letters, Springer, vol. 25(1), pages 67-75, March.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:1:p:67-75
    DOI: 10.1007/s11002-013-9242-5
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    References listed on IDEAS

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    1. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    2. Elizabeth Morony & Luke Tolaini, 2007. "The Office of Fair Trading and Private Antitrust Litigation," Antitrust Chronicle, Competition Policy International, vol. 5.
    3. Ayres, Ian & Siegelman, Peter, 1995. "Race and Gender Discrimination in Bargaining for a New Car," American Economic Review, American Economic Association, vol. 85(3), pages 304-321, June.
    4. Phelps, Edmund S, 1972. "The Statistical Theory of Racism and Sexism," American Economic Review, American Economic Association, vol. 62(4), pages 659-661, September.
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    1. Akon E. Ekpo & Benét DeBerry-Spence & Geraldine Rosa Henderson & Joseph Cherian, 2018. "Narratives of technology consumption in the face of marketplace discrimination," Marketing Letters, Springer, vol. 29(4), pages 451-463, December.
    2. Litfin, Thorsten & Teckert, Özlem & Lamberz, Julia, 2017. "The Choice of Color, Topic and Toys: An Empirical Study of Gender Roles," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2017), Dubrovnik, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Dubrovnik, Croatia, 7-9 September 2017, pages 58-65, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    3. Fleischer, Hannes, 2020. "Stereotypes in Services - A Systematic Literature Review to Move from Scattered Insights to Generalizable Knowledge," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 216-236.

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