How are consumer purchase decisions influenced by gender roles? Discuss how these influences are changing and give two examples of how the consumer decision-making process might be affected by gender roles

What will be an ideal response?

Gender roles refer to society's expectations regarding the appropriate attitudes, behaviors, and appearances for men and women. These gender roles are constantly evolving, particularly in a complex society such as the United States. Women have stepped out of the traditional roles of wife and mother, and men have expanded beyond the traditional role of husband and provider. Consumers receive contradictory messages about "appropriate" gender roles. Young women see provocative musicians and actresses emphasizing their sexuality but also receive messages about the value of modesty in women. Young men see messages aimed at the metrosexual market, emphasizing fashion, appearance, and design. They also receive messages about the value of old-school masculinity.