Gender identity is an important component of a consumer’s self-concept. People often conform to their culture’s expectations about how those of their gender should act, dress, or speak; we refer to these sets of expectations as sex roles. Of course, these guidelines change over time, and they differ radically across societies.

In this course, we'll discuss how sex roles shape what your customers want and don't want. These expectations influence a wide range of purchases, from apparel and personal care products to automotive. You'll come away with a better understanding of how gender and physical appearance exert a huge impact on consumer behavior.