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Geschlechtsstereotype im Technikmarketing - Analyse der häufigsten Stereotype und deren Nutzung im Marketing

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  • Pezoldt, Kerstin
  • Schliewe, Jana
  • Lotze, Verena

Abstract

Der vorliegende Beitrag widmet sich den Stereotypen im Technikmarketing. Hierzu werden, aufbauend auf den Grundlagen der Stereotype und des Technikmarketing, die häufigsten weiblichen und männlichen Geschlechtsstereotype im Technikmarketing vorgestellt und deren Verwendung anhand von Beispielen aus der Praxis analysiert. Desweiteren werden die möglichen Auswirkungen der Stereotype auf die Konsumenten und deren Kaufentscheidungen dargestellt. Hierbei wird zwischen stereotypkonformem und stereotypablehnendem Verhalten unterschieden. Es erfolgt eine kritische Wertung des Einsatzes von Stereotypen im Technikmarketing. Der Beitrag schließt mit Anregungen für die Gender- und Werbeforschung sowie zukünftigen Gestaltungsmöglichkeiten der Geschlechtsstereotype im Technikmarketing.

Suggested Citation

  • Pezoldt, Kerstin & Schliewe, Jana & Lotze, Verena, 2011. "Geschlechtsstereotype im Technikmarketing - Analyse der häufigsten Stereotype und deren Nutzung im Marketing," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 4, number 42011.
    • Handle: RePEc:zbw:tuisbw:42011
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    References listed on IDEAS

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    1. Juris Dilevko & Roma M. Harris, 1997. "Information technology and social relations: Portrayals of gender roles in high tech product advertisements," Journal of the American Society for Information Science, Association for Information Science & Technology, vol. 48(8), pages 718-727, August.
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