Investigates whether the Chinese perceive products to possess gender and whether these perceptions are based on who buys the product, who uses the product, and/or who promotes the product. The results indicate that the Chinese do indeed perceive many products to have gender. For those products...

Purpose – The purpose of this paper is to examine the behavior of consumers in an industrial trade show context – the ITB tourism trade show. Design/methodology/approach – The current study addresses whether it is strategically astute to allow final consumers into an industrial trade show....