Refers to past research regarding gender differences in investment strategies which has pointed to two important differences: female investors appear both to be more risk averse and to have less confidence in their investment decisions than male investors in equivalent circumstances. Given the relative consistency of these findings, as well as the potential long‐term financial implications of these differing investment strategies, surprisingly little research has focused on the underlying reasons for these gender differences. Proposes that gender differences in information processing styles may account for the lower risk‐taking tendencies among female investors as well as the tendency toward lower confidence levels. Implications regarding marketing strategies for the financial services sector are discussed.

PurposeTo research the gender literature in order to determine whether it is advisable for a financial advisor to adjust their planning and advising processes based on the gender of their client.Design/methodology/approachTo correlate the gender literature with the personal financial planning process in order to determine whether advisors should adjust their approach based on the gender of their client.FindingsThe gender literature reveals significant differences concerning how men and women invest; consequently, it is felt that it is advisable for financial advisors to tailor their approach based on the gender of their client.Research limitations/implicationsThe financial planning process should be modified to incorporate the gender of the client.Practical implicationsFinancial advisors should tailor their approach to the gender of their clients in order to ideal with them more effectively.Originality/valueAs female investors grow in importance, processes should be modified or adjusted in order to accommodated their preferences.

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One criticism of the use of sales promotions, particularly couponing efforts, is that they may contribute to the deterioration of a brand's consumer franchise. A consumer may be less inclined to repurchase a couponed brand than a brand bought without a coupon. Cognitive evaluation theory is used as a means of further understanding this phenomenon, and a study is conducted to testspecific hypotheses derived from the application of this theory. As hypothesized, this study presents evidence that allowing coupon users to choose between two defferent deals on the same brand may increased the repurchase rates of the couponed brand. © 1994 John Wiley & Sons, Inc.

As the obesity epidemic worsens in the United States and globally, resources are increasingly being allocated to address this public health threat. Media campaigns promoting physical activity are receiving funding from government and private sources, and some of these campaigns have achieved modest success. Still, more can be done to increase the effectiveness of these campaigns. Drawing on facets of consumer behavior, psychology, and public policy, this work represents a cross-disciplinary theoretical analysis suggesting that the effectiveness of media-based campaigns promoting physical activity could be enhanced by making use of gender-specific advertising. Research is reviewed suggesting that gender differences in information processing styles and values lead to gender-specific responses to media campaigns. Recommendations are made to help practitioners improve physical activity campaigns by crafting advertisements that specifically appeal to the unique preferences of each gender.