The authors investigate gender shopping styles across countries and explore whether differences between male and female shopping styles are greater than differences in shopping styles between consumers across countries. The study develops a conceptual model to test Eagly and Wood's (1999) convergence hypothesis. Applied to shopping, this predicts that men and women should become more similar in shopping styles as traditional gender-based divisions in wage labor and domestic labor disappear. The results of a survey on shopping behavior across 11 countries indicate that men and women are evolutionarily predisposed to different shopping styles. Counter to the convergence hypothesis, differences in shopping styles between women and men are greater in higher-gender-equality countries than in lower-gender-equality countries. Empathizing-the ability to tune into someone's thoughts and feelings-mediates shopping style more for women, while systemizing-the degree to which an individual possesses spatial skills-mediates shopping style more for men. Results suggest that gender-based retail segmentation is more strategically relevant than country-based segmentation. The authors discuss the implications of their findings for international marketing theory and practice.

The authors investigate gender shopping styles across countries and explore whether differences between male and female shopping styles are greater than differences in shopping styles between consumers across countries. The study develops a conceptual model to test Eagly and Wood's (1999) convergence hypothesis. Applied to shopping, this predicts that men and women should become more similar in shopping styles as traditional gender-based divisions in wage labor and domestic labor disappear. The results of a survey on shopping behavior across 11 countries indicate that men and women are evolutionarily predisposed to different shopping styles. Counter to the convergence hypothesis, differences in shopping styles between women and men are greater in higher-gender-equality countries than in lower-gender-equality countries. Empathizing-the ability to tune into someone's thoughts and feelings-mediates shopping style more for women, while systemizing-the degree to which an individual possesses spatial skills-mediates shopping style more for men. Results suggest that gender-based retail segmentation is more strategically relevant than country-based segmentation. The authors discuss the implications of their findings for international marketing theory and practice.

Consumers pursue hedonism and beauty throughout the decision-making processes regarding purchases and consumption. The five senses (sensory marketing) will be essential in the aesthetic perception that consumers have in these processes. Therefore, consumers will go to points of purchase which they consider attractive. Consumers want the packaging of the products to satisfy their needs of making a gift to other people or to themselves. The product needs to be visually appealing –we can even think of something as simple as a piece of fruit, or something much more sophisticated, such as a cellular phone. Advertising strategies (billboards, commercials…) need to stimulate this quest for beauty. Marketing strategists have been aware of this reality for a long time. However, the new neuromarketing and neuroaesthetic techniques can be useful complements to understand the consumers quest for beauty.

This chapter analyzes the differences in consumer behavior and attitudes towards Luxury Goods. The established bond of the consumer with the luxury brand, as derived from a psychological process, is strong, and characterized by the emotional. The Luxury Brand is a symbol of personal and social identity, it expresses the individual's personality and lifestyle, strengthens the projection of self-image, status and self-concept. This chapter will analyze the buying decision process, customer retention and loyalty. The chapter will study the role of envy in the buying decision process of Luxury Goods, within a context of social comparison. As well as advertising messages and their strategies (of which envy is commonly used). The personality of the Luxury Retail Store will be analyzed. It will review the most important scientific contributions paying special attention to research done in the field of Neuromarketing and Neurobiology of Beauty.

Consumers pursue hedonism and beauty throughout the decision-making processes regarding purchases and consumption. The five senses (sensory marketing) will be essential in the aesthetic perception that consumers have in these processes. Therefore, consumers will go to points of purchase that they consider attractive. Consumers want the packaging of the products to satisfy their needs of making a gift to other people or to themselves. The product needs to be visually appealing – we can even think of something as simple as a piece of fruit, or something much more sophisticated, such as a cellular phone. Advertising strategies (billboards, commercials) need to stimulate this quest for beauty. Marketing strategists have been aware of this reality for a long time. However, the new neuromarketing and neuroaesthetic techniques can be useful complements to understand the consumers quest for beauty.