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As independent travel has become increasingly popular in recent years, factors influencing users’ attitudes and behaviors should be explored. Besides, the rise of video platforms like YouTube, Bilibili and TikTok has led to the flourishing of user generated content (UGC), among which travel vlogs have become convenient and essential references for tourists before and while they travel on their own.

This research used quantitative analysis through a survey designed for young people, as most vlog viewers are in those age groups, to explore the attitudes and perceptions of vlog preference, attitudes and cognizance of travel vlogs among different gender, guided by the decision-making theory and preference theory with 455 participants.

Survey results showed that both genders have common choices regarding travel vlog preference, attitudes, sharing and cognizance. Yet, gender differences appear in some cognition of travel vlogs and specific preferences, such as information searching habits, trusty travel and information sources.

Existing studies focus on the influence of platforms on users, but scant studies focus on user perceptions of vlogs as a new information carrier for young people in East Asia, especially regarding gender differences, which is crucial in media-based marketing. This research provides practical suggestions to marketers and vloggers to attract and engage different genders of young people and theoretical implications on decision and preference theories.

The overall purpose of the study is to identify the gender differences in color preferences for different types of interior space in the residential built environment in Prishtina, Kosovo. Additionally, the purpose of the study is also to identify the gender differences in the emotions that various colors trigger in occupants of the mainly residential built environment.

The present study uses a quantitative study and χ² test to analyze whether the variables formulated by study hypotheses are dependent on gender. The data are gathered by a questionnaire to measure the color preferences of the respondents. The study uses a questionnaire with eight questions that were distributed to 303 respondents using the stratified probability sampling, using gender as the main stratum for probability sampling.

The study finds that there are no gender differences in color preferences for home lighting, living room, bedroom, study room and children’s rooms in the residential built environment. The study also finds that there is a gender difference in color preferences that trigger emotions of tranquility, stability and security and warmth and pleasure in both male and female respondents.

The implications of this study are that real estate and facility management firms must conduct marketing research to identify the color preferences for both housing interior and exterior depending on the different local cultural backgrounds of clients. Firms must provide training for real estate agents on the color preferences of clients for various types of spaces and the differences that may exist based on gender but also other variables.

The present study is the first quantification of gender differences in color preferences of the residential built environment in the capital city of an understudied region such as Kosovo.

This paper aims to study gender differences in preferences for firm characteristics across various groups of investors in Malaysia.

Self-declared preferences are elicited through a survey of 520 investors comprising retail, financial professionals and institutional investors in the Malaysian stock market. Non-parametric (Mann-Whitney and Kruskal-Wallis) tests are computed to achieve the stated objective.

Results reveal that female investors display higher preferences for the liquidity of a firm, dividend payments, trading volume of a firm, stock price and firm’s age than male investors across investor’s groups.

Findings imply that the gender gap in investing behaviour can be partly attributed to gender differences in preferences for firm characteristics.

The findings suggest that the gender gap can be mitigated by giving more priority to the choices of female investors with respect to firm characteristics. In turn, this may reduce a part of the gender gap in investing. Moreover, the findings would assist companies to understand and know how their shareholder’s preferences vary with respect to gender and investor’s groups.

This paper provides evidence concerning the gender gap in investor’s self-declared preferences for firm characteristics across retail, financial professionals and institutional investors in Malaysia, which complements previous studies that used equity holdings data and only two groups of investors.

The purpose of this paper is to test hypotheses regarding the importance of employee preferences in explaining sticky floors, the pattern that women are, compared to men, less likely to start to climb the job ladder.

The authors use original data obtained using a survey and a vignette study in which participants had to score the likeliness with which they would accept job offers with different promotion characteristics.

The main findings are that young female professionals have a less pronounced preference for more demanding and less routinary jobs and that this effect is mediated by the greater risk aversion and anticipated gender discrimination among women. No gender differences were found in the relative likeliness to apply for jobs that involve a promotion in terms of job authority.

The vignette method assumes that artificial settings with low stakes do not bias results. Another limitation follows from the focus on inter-organizational promotions among young professionals, which raises the question to what extent the results can be generalized to broader settings.

This paper contributes to the literature on gender differences in careers by measuring the impact of employee preferences on gender differences in career decisions.

The purpose of this study is a formal experimental economics test of results found in a study designed and executed by a 12-year-old who was concerned about what she perceived to be bias in gaming applications (apps) that provided male avatar characters for no cost but required in-app purchases to access female characters. The present study was designed to test empirically whether children have a revealed preference for same-gendered characters and whether such preferences are dependent on the cost of the characters.

Children from 6 to 16 years of age were recruited to participate in a framed field economics experiment in which they would earn actual money and be given opportunities to spend it on in-game avatars they could then use to continue to play. Additionally, a survey gathered data on participants’ stated preferences and experiences playing game apps on mobile phones.

Children do prefer to play a character of the same gender; however, they are more likely to remain the default character if choosing a different character costs money. When asked to say why they picked their character, children report most often that it is based on either the characters’ appearance or gender, followed by perceived character abilities, liking the character and the cost of a character. A vast majority (90 per cent) of children felt both male and female characters should be free.

This research was limited because the experiment simulated in-app purchases but could not offer the permanence of real-world in-app purchases. Players in the experiment could not “keep” the character if they chose to pay for it. The authors adjusted for this by making the cost to change character gender much lower than it would be in the game (25 cents in the study vs approximately $10 in the app). Future research could explore ways to make in-app purchases during the study permanent for players to test if the permanence of the purchase results in greater willingness to pay to switch character gender.

This research has practical implications for video game designers. As both male and female players prefer to play with characters of the same gender, and having a cost to play a character reduces switching behavior, it is possible that having a cost for female characters reduces the popularity of the game with female players. This is especially relevant for endless running games as these games are preferred more by women than men. By making female characters free, default character and developers may increase the popularity of these games with female players.

This study adds to the body of literature about gender and video game preferences because prior studies relied solely on stated preferences about characters (using surveys and self-reported behaviors) and not on revealed preferences (observed behaviors). Additionally, this study examines character gender preferences in a casual game, while most prior studies have examine preferences in massively multiplayer online role-playing games.

This study aims to examine preferences for both transformational and transactional leadership behavior for gender‐ and age‐based cohort differences. The purpose of this research is to enhance leadership and organizational change initiatives in Romania via the identification of age cohort and gender effects with respect to attitudes towards common leadership behaviors.

The research is conducted via a survey through the administration of questionnaires. The sample consists of 324 managers from commercial and service organizations in Romania, a country in which this issue has not previously been investigated.

The findings reveal that there are differences in preferences for leadership behavior based on age cohorts that reached maturity before or after the fall of Ceauşescu during the 1989 revolution. Also, female participants displayed a greater preference for transformational leadership behaviors relative to transactional leadership behaviors.

This is the first study to examine the effects of leadership preference based on age cohorts in Romania. The study also is one of the first to empirically examine the effects of age cohorts on leadership after the fall of communism in Eastern Europe. As such, these findings offer guidance in the development and implementation of leadership development initiatives and change management interventions for organizations operating in Romania, and present one example of cohort‐based and leadership‐specific attitude change in a country that is transitioning from communism to a free market system.

Examines advertisers’ use of gender in food advertising to children. Previous studies of gender preference in children’s advertising suggest gender bias exists. Food products are most often gender‐neutral. Advertising for food products is compared to non‐food advertisements. Examines measures of voice‐over gender, gender of dominant product user, gender of main character, activity level, aggressive behavior level, and soundtrack volume. A sample of food advertisements to children exhibits greater gender preference in presentation than the comparison sample of non‐food advertisements to children. This suggests that food advertising should consider gender bias among other factors when proceeding with self‐regulation of children’s advertising.

This study aims to examine gender differences in risk-taking and prosociality through a hypothetical labour market entry choice experiment.

To explore differences between male and female subjects by risk levels and framing effects, a labour market entry choice task that manipulated risk conditions was administered to business school students whereby subjects chose between a managerial job at a company, starting a commercial business or starting a social enterprise. The experimental design isolated and tested the influence of the type of value creation, risk propensity and framing effects. The results were then statistically analysed to test for significant differences between the two gender groups.

Results indicate that in low-risk conditions women prefer the prosocial entrepreneurial option while men opt for purely commercial entrepreneurial activities. As risk increases, differences between men and women initially converge and then reverse under conditions of extreme risk, where men select the social entrepreneurial choice at a higher rate than women.

The research was conducted within the single country context of Peru and carried out using a specific subset of potential entrepreneurs (i.e. business school students). Second and related, the experimental labour entry task was hypothetical. Whether decisions would hold if business school students faced an actual occupational choice remains open to further investigation.

The practical implication of the paper suggests that Peruvian business school students react differently towards potential labour market opportunities depending on their gender. Perhaps, because of gender biases common in the Latin American context, women appear to respond more positively to low-risk prosocial opportunities. However, as risk increases, contextual factors appear to become less important and reveal core sets of prosocially anchored men and commercially anchored women.

This research provides new insights into risk-taking and prosocial differences between men and women facing labour entry decisions, especially in a developing country context with strong gender norms, and is particularly useful to those with an interest in entrepreneurial propensity and in the identification and development of entrepreneurial women.

Exploratory research was conducted in a well‐known Australian wine region to determine the differences in the behaviour dynamics and sensory preferences of consumer groups. The overall aim is to gain some insights into the product style preferences of consumers and what this means in practical terms to wine product marketing.

Information was obtained from a random sample of 150 visitors to ten wineries in the Yarra Valley wine region in Australia. Data were collected by means of self‐administration surveys using a highly structured questionnaire at each of the winery tasting room venues.

Specific differences exist in the wine consumption behaviour and sensory preferences of males and females and between generational cohorts, specifically Millennial and older consumers. Females drink less wine than males, spend less thereon but tend to “compensate” for this by buying higher priced wine per bottle, which could represent a risk‐reduction strategy. Females are noticeably higher than their male counterparts in white wine consumption, showing a preference for a sweeter wine style at a young age, and reported a strong preference for medium body style wines over light and full‐bodied wines. From a sensory preference viewpoint, fruit tastes and aromas are by far the most important, especially among females, as are vegetative characters, wood/oak, and mouth‐feel characters. More males, on the other hand, preferred the aged characters of wine.

It is possible to target wine consumers in accordance with their gender and lifecycle stage as far as the sensory and certain behavioural aspects of the product are concerned. However, this should not be oversimplified and drive product marketing strategies in the wrong direction.

This study is of value to academic researchers, wine industry practitioners and other wine distribution channel members alike, as it provides insights into consumer behaviour differences and one of the core tangible aspects of a wine product, namely the sensory preferences of consumers.

The purpose of this paper is to examine mentoring experiences and preferences aimed at creating equal mentoring opportunity for male and female employees in the Nigerian work setting.

Data were obtained from 140 randomly selected managers (70 males and 70 females).

Results revealed that mentoring occurrence is entirely informal and more males compared to females served as mentors. Respondents commonly reported and preferred career‐related benefits of mentoring. An examination of preferred mentor gender indicated a significant relationship between gender of respondent and that of preferred mentor and protégé. Concern for positive interaction reflects frequently mentioned reasons for this preference among men and women. The preferred qualities of a mentor often cited by respondents were those which enable a mentor to deliver career functions while reverence was the most mentioned protégé quality. The distribution of male and female respondents differed on some of the preferred qualities.

Though based on a self‐report instrument, findings imply that mentoring preferences of males differ from those of females.

A training and policy intervention should be considered to enhance delivery of mentoring and create equal opportunity for male and female employees.

Mentoring is currently being canvassed as a mandatory human resource tool in the Nigerian work setting. Empirical guidance on fostering the relationship in ways that create equal opportunities for male and female employees however, remains elusive due to a lack of research in this direction. This study narrows this gap in literature and contributes empirical information that equips management to better deal with the gender issue in mentoring. Beyond the Nigerian environment, it serves as a basis for advancing equal opportunities in mentoring, especially for Africans. This addresses shortcomings in the scholarly scope of reference journals which has a dearth of African empirical findings on mentoring.