Little is known about women wine consumers’ reactions to gender cues in marketing communication despite their increasing purchasing power. This research examines the effects of gender cues (feminine vs. masculine) in wine labels on women wine consumers' attitudes, sensory expectations, sensory evaluations, and purchase intentions. Two online experiments and one field test involving 462 valid responses from U.S. women consumers reveal that they hold more favorable attitudes and intentions towards feminine (vs. masculine) wine labels. The moderating effects of in-group gender identification and wine knowledge were discussed. This study responds to calls for more research about women consumers in the hospitality field and extends the application of gender schema theory to hospitality literature. The findings offer updated knowledge on how to approach gender in hospitality marketing, particularly wine marketing. This research enriches hospitality literature in terms of gender marketing and provides substantial practical implications for the wine industry.

中文翻译：

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眼睛知道：葡萄酒标签中的性别线索如何影响美国女性葡萄酒消费者？


尽管女性葡萄酒消费者的购买力不断增强，但人们对她们在营销传播中对性别线索的反应知之甚少。本研究考察了葡萄酒标签中的性别线索（女性与男性）对女性葡萄酒消费者的态度、感官期望、感官评价和购买意愿的影响。两项在线实验和一项涉及美国女性消费者 462 份有效回复的现场测试表明，她们对女性化（相对于男性化）葡萄酒标签持有更有利的态度和意愿。讨论了组内性别认同和葡萄酒知识的调节作用。这项研究响应了对酒店领域女性消费者进行更多研究的呼吁，并将性别图式理论的应用扩展到酒店文学。这些发现为如何在酒店营销，尤其是葡萄酒营销中处理性别问题提供了最新的知识。这项研究在性别营销方面丰富了酒店文献，并为葡萄酒行业提供了实质性的实际意义。