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This paper reviews how males and females differ biologically, psychologically and culturally, and how these factors can influence consumer behavior. Due to the complexity of this issue (e.g. ethnic background, family value system, mother/infant relationship, sibling/parental interactions, position as first-, second-, third-born child, sociocultural interaction), the scope of this research will generalize based on U.S. norms with a primary focus on early gender development, especially as it relates to cognitive development.
While biological and physiological differences define the sexual differences between male and female, the term gender relates to "The set of arrangements by which a society transforms biological sexuality into products of human activity, and in which these transformed needs are satisfied" (Reiter 1975)...
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