MARKET SEGMENTATION 125language in an attempt to persuade men are considered more likeable and can influence men better than women
who use more powerful language.^10 Moreover, men are less likely than women to rely on the opinions of others in
making a judgement,^11 and have been described as more risk-seeking and competitive than women.^12 Therefore it
can be expected that men will show a higher preference for hedges and will dislike pledges the most.
Utilitarian consumption is less person-specific, enabling easier objective assessment of product/service quality
and customer satisfaction. Using pledges in ads of utilitarian products/services, therefore, shows the advertisers’
full confidence in the truthfulness of the claim.^13 A hedge in an ad for a utilitarian product/service, on the other hand,
might signal that the advertiser does not stand behind the claim, weakening the claim itself and undermining the
advertiser’s credibility.^14 Women, especially, might favour pledges for utilitarian products, as they are generally
risk-averse,^15 and pledges can serve as strong arguments, which are likely to influence judgements under central
processing. Men, on the other hand, are usually described as competitive risk-takers who prefer to rely on their own
judgements.^16 Hedges may be more effective targeted at men even for a utilitarian product/service ad, as hedges
represent an opportunity to take a risk and men form their own evaluation. A pledge, on the other hand, can be
considered as a challenge to their status/authority and an attempt, on the part of the advertiser, to control their
opinions, which might result in a form of rebellion. It can therefore be expected that, for women, ads for hedonic
products/services with hedges will result in the most positive brand attitude and purchase intention (compared
with ads with pledges or probability markers), while for utilitarian products/services pledges will be most effective.
For men, ads using hedges will result in the most positive brand attitude and purchase intention, compared with ads
with pledges or no probability markers, while ads with pledges will be the least effective.
The results of the first study show that, as expected, the impact of probability markers in advertising copy is very
significant for men, but not for women. Men have a pronounced preference for hedges over pledges and a significant
preference for hedges over the no probability marker condition. Men are more strongly affected by the use of prob-
ability markers in advertising than women, and they show a significant preference for hedges. For women, the dif-
ferences between the levels of brand attitude and purchase intention for the three manipulation conditions (no
probability marker, hedge, pledge) are not significant. Women, in other words, are virtually unaffected by the presence
or absence of a probability marker in advertising copy. In the second study for services, the results show that women
are not particularly sensitive to probability markers in the case of hedonic buying motivation. Men, however, display
a clear dislike of pledges, in both the cases of hedonic and utilitarian services. Men again display a strong preference
for hedges and especially dislike pledges, while there is no difference for women.
In order to be able to deliver products and services that match the differing needs and wants of men and women,
as well as to create promotional materials that will appeal to the targeted gender, marketers need to understand how
gender differences influence information processing and the effectiveness of promotional claims. When targeting
men, hedges are the best strategy and pledges especially must be avoided. As women do not seem to be influenced
very much by these language tactics, hedges may be an effective strategy for marketers targeting a mixed gender
audience. When catering to women specifically, the focus should be on other aspects than probability markers in
the claims, as no benefit in terms of brand attitude or purchase intention can be gained by any strategy here.(^) Table 4.3 Baby boomers, generation X and generation Y
Present age Generation name Characteristics
40–60 Baby boomers Luxury, high-quality products, not bargain hunters, less critical of marketing techniques
and advertising
30–40 Generation X High spending, materialistic, ambitious, need for individualism, critical of marketing
techniques and advertising
15–30 Generation Y High buying power, high expectations of services and relationships, marketing and
technologically savvy, less brand loyal, viral marketing key
Source : Based on Herbig, P., Koehler, W. and Day, K. (1993), ‘Marketing to the Baby Bust Generation’, Journal of Consumer Marketing , 10(1), 4–9;
http://www.petersheahan.com ; and Krotz, J.L., ‘Tough customers: how to reach Gen Y,’ http://www.microsoft.com/smallbusiness/resources/marketing/
market-research/tough-customers-how-to-reach-gen-y.aspx#ToughcustomershowtoreachGenY (accessed June 2009).
M04_PELS3221_05_SE_C04.indd 125M04_PELS3221_05_SE_C04.indd 125 6/5/13 3:00 PM6/5/13 3:00 PM