The impact of nationality and gender on consumer preferences

Gabor Horvath, Gloria Moss

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


    Design has a vital role to play in the Marketing Mix and can shape a person’s overall reaction to a product including its pricing. Designers, for their part, are key cultural intermediaries between the product or services and the consumer but empirical research testing preferences for products, segmented by nationality and gender, shows that the value placed on designs by consumers can vary widely, with personal variables mediating reactions. This
    paper examines the part played by nationality and gender in negotiating value for the consumer and an understanding of the impact these variables can have on design preferences will help designers and marketers perceive the strength of an interactionist rather than universalist approach to design, permitting an understanding of how others negotiate meanings.
    Original languageEnglish
    Title of host publicationProceedings of the 19th DMI: Academic Design Management Conference: Design Management in an Era of Disruption, 4 September 2014, pp. 143-167
    PublisherDesign Management Institute
    ISBN (Print)978-0-615-99152-8
    Publication statusPublished - 4 Sept 2014
    Event19th DMI: Academic Design Management Conference : Design Management in an Era of Disruption - London, United Kingdom
    Duration: 2 Sept 20144 Sept 2014


    Conference19th DMI: Academic Design Management Conference
    Country/TerritoryUnited Kingdom


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