What is it about?

Biological sex is an important segmenting variable in marketing. Yet its ability to meaningfully distinguish beyond the female/male dichotomy is limited. With traditional gender roles continuously shifting and contemporary fluid conceptualizations of gender altering the consumption mainstream, the diverse and multi-faceted behaviours related to gender elude market segment distinctions that are based on biological sex alone. Thus far, researchers have had only limited success applying the concept of gender identity and gender schema theory to inform marketing research and management. The Consumption Gender Scale addresses this gap by providing a more sensitive method of consumer segmentation. The Consumption Gender Scale provides a finer taxonomy for organizations to use in segmenting their target market on the basis of consumption-relevant gender rather than biological sex. Consequently, it also provides opportunities for managers to fine-tune their media-planning efforts.

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Why is it important?

Biological sex is a crude and undifferentiated segmenting approach for marketing purposes. Using the Consumption Gender Scale, attitudes toward gendered products, product familiarity, and purchase intentions can be predicted reliably with only 10 questionnaire items.


The scale is validated in two experiments to predict food consumption intent and product purchase intentions. The Consumption Gender Scale can potentially serve as an intermediary variable in social media advertising.

Attila Pohlmann
Universidad San Francisco de Quito

Read the Original

This page is a summary of: Better than sex: further development and validation of the consumption gender scale, Journal of Consumer Marketing, March 2020, Emerald, DOI: 10.1108/jcm-05-2019-3214.
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