Purpose – This paper aims to investigate how changes in technology and gender roles have changed Generation Y’s (Gen Y) perception of the gender of services from previous studies. Although the past 20 years have seen substantial changes in service delivery methods in addition to changes in...

Purpose – The purpose of this paper is to replicate and extend earlier work on product gender perceptions. Design/methodology/approach – The methodology tested six hypotheses, using nearly 500 respondents. The hypotheses were investigated using a survey approach with validated scales....

Purpose – The purpose of this paper is to alert services marketers that a new methodology exists for researching many of the components of the consumer decision making process. Design/methodology/approach – This methodology involves the use of real‐time measurements of neural (brain)...

Purpose – The purpose of this paper is to briefly cover the origins of neuromarketing, explain the process in layman's terms, enumerate some of the findings in anecdotal form, and suggest future consumer behavior research directions based on these findings. Design/methodology/approach – The...