SEXUAL DIMORPHISM IN THE BRAIN (2D:4D RATIO) AND ITS IMPACT ON GENERATION Z CONSUMER DECISION-MAKING & MARKETING STRATEGIES

Authors : Esma Ebru Şentürk

Pages : 311-342

View : 193 | Download : 130

Publication Date : 2025-05-28

Article Type : Research Paper

Abstract :This research examines the effects of brain gender on consumer decision-making behaviors in addition to biological sex. In the study in which the general survey model was used, a questionnaire was applied to 536 participants over the age of 18, and data were analyzed using independent samples t-tests. While the findings support the effects of biological gender on consumer decision-making styles, brain gender is also a determining factor in decision-making processes. The findings revealed that individuals with a low 2D:4D ratio (male brain) differed from other female or male consumers on the BCC, NFC, PCC, SAC, and IDC dimensions. In brain gender-based promotion efforts, it is concluded that more effective marketing strategies should be directed by segmenting consumers according to behavioral and cognitive tendencies as well as biological gender. The study suggests that brain gender should be taken into account in marketing strategies to better understand consumer decisions. In addition, it makes an innovative contribution to marketing communication by revealing that a distinction based solely on biological gender is not enough in gender-based marketing strategies, and at this point, communication should be established by focusing on the cognitive and behavioral tendencies of the genders in terms of the 2D:4D ratio.
Keywords : Tüketici Karar Verme Tarzları, 2D:4D Oranı, Beyinde Cinsel Dimorfizm, Z Kuşağı, Pazarlama İletişimi, Beyin Cinsiyeti

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