Information Search Patterns for Gift Purchases: A Cross-national Examination of Gender Differences

Mark Cleveland, The University of Western Ontario
Barry J. Babin, University of Southern Mississippi
Michel Laroche, Concordia University, Montreal, QC
Philippa Ward, Cheltenham, UK
Jasmin Bergeron, Concordia University, Montreal, QC

Abstract

This exploratory study examines the underlying determinants as well as the dimensionality of in-store information searches for a Christmas clothing gift, focusing specifically on the differential effect of gender on information acquisition. A self-administered survey, containing personality, situational and standard demographic measures, was administered to actual consumers in three Western countries, shortly after the Christmas season. Confirmatory factor analysis verified that in-store information is indeed a multidimensional construct, composed of three distinct factors: macro information search, micro information search and salesperson help. Consistent with expectations, compared to males, females tended to acquire macro and micro information to a greater extent; males were more apt to seek the assistance of store sales personnel than females. This pattern was generally robust across the three countries. Other observed gender and/or country-sample differences are discussed.