Measuring gender in consumer research: Validity and consumer welfare

Abstract

Consistent use of a valid measurement approach is essential for producing replicable research, along with the accumulation and integration of knowledge. Although gender is one of the most studied constructs in marketing, the literature remains muddled regarding a valid measurement of gender. In this work, we review the extant literature to outline the evolution of four main approaches toward conceptualizing and measuring gender. Further, we systematically review the common measures of gender in consumer research and delineate their inherent validity issues and impact on consumer welfare. Finally, we propose solutions for amending common gender measurement practices and directions for future research.

Troubling genderS and consumer well‐being: Going across, between and beyond the binaries to gender/sex/ual and intersectional diversity

“…What does it mean to study gender? As Jones et al (2024) in this special issue note, consumer behavior scholars have explored this question for well over 30 years. Notably, 30 years ago, Fischer and Bristor (1994) advocated for marketing and consumer behavior scholars to recognize that gender was not about sex-based differences between men and women; gender was "a social concept referring to psychologically, sociologically, or culturally rooted traits, attitudes, beliefs, and behavioral tendencies" (p. 519).…”

“…Progressing conversations calls for a more meaningful engagement with gender/sex/uality. Such an engagement is one that does not conflate gender, sex, and sexuality but understands how they are distinct (Coffin et al, 2022;Jones et al, 2024), and, as we emphasize, how they are interrelated and entangled. Scholars might do this by first thinking through why concepts might be important to their areas of interest, for example, asking: What are gender, sex, or sexuality dynamics that might influence the outcomes and why might this be?…”

“…Third, we revisit notions of what it means to study gender in consumer behavior and marketing. Jones et al (2024) provide a systematic review of common measures of sex and gender in consumer research, and solutions for more inclusive research practices and measures. Their analysis delivers rich insights into the ways etic and emic and binary and non‐binary views have informed gender/sex scholarship, the origins of many of these practices, and the resulting problems it creates for the validity of studies.…”

“…Two key trends emerge from our analysis. First, as illustrated in Figure 1, despite the calls to the contrary (Bettany et al, 2010; Maclaran et al, 2009; Steinfield, Littlefield, et al, 2019), studying the effects of gender still means, for the majority of scholars, the study of sex‐based differences between (presumed) cis‐gendered men and women (for a more in‐depth view see: Jones et al, 2024; Peñaloza et al, 2023). Gender typically represents a proxy for sex.…”

“…Given that awareness within society has grown as it relates to sex, gender and sexual fluidities (Jones et al, 2024), these trends demonstrate that consumer behavior and marketing scholarship have yet to catch up. Rather than leading the way, the scholarship has remained stuck in outdated notions of what it means to study gender.…”