“…The importance ascribed to gender as a variable is stressed by commentators who, when explaining online usage, argue for a greater role for within culture dimensions such as gender, than between-culture dimensions such as nationality (Brousseau, 2003;Shiu and Dawson, 2004). Crucially, researchers (Till and Priluck, 2001) argue for a link between gender, purchase behaviours, responses to advertising, product judgements, affective reactions, information processing and learning.…”