Gender-Based Drink Stereotypes and Consumption Intentions: A Study With the U.S. Millennials

Abstract

This study examines (1) the gender-based drink stereotypes to determine if drinks are perceived as feminine, masculine, or gender-neutral by millennials in the U.S. and (2) investigates the consumption intentions of male and female millennials per gender-drink stereotypes. A survey instrument was designed to address the study objectives. Results showed that some drinks were perceived as masculine and others as feminine, revealing that gender-based drink stereotypes exist among millennials. The results also confirmed the expected relationship between gender-based drink stereotypes and consumption intentions of the stereotyped drinks. These findings of the study have managerial implications for segmentation, positioning, and developing marketing and promotional strategies.