The Impact of Gender on Children’s Design Preferences

Gloria Moss, Gabor Horvath, Eszter Vass

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


    Design has a vital role to play in the Marketing Mix and can shape a person’s overall reaction to a product including its pricing. Designers, for their part, are key cultural intermediaries between the product or services and the consumer but empirical research testing children’s preferences for products, segmented by gender, shows that the value placed on designs by children can vary widely. This paper will help designers and marketers perceive the strength of an interactionist rather than universalist approach to design, permitting an understanding of how others negotiate meanings.
    Original languageEnglish
    Title of host publicationConference Proceedings of the Design Management Academy
    Subtitle of host publicationResearch Perspectives on Creative Intersections
    EditorsErik Bohemia, Cees de Bont, Lisbeth Svengren Holm
    ISBN (Electronic)978-1-912294-13-8
    Publication statusPublished - 8 Jun 2017
    EventDesign Management Academy Conference 2017: Research Perspectives on Creative Intersections - , Hong Kong
    Duration: 7 Jun 20179 Jun 2017


    ConferenceDesign Management Academy Conference 2017
    Abbreviated titleDAMA2017
    Country/TerritoryHong Kong


    • gender
    • children
    • preferences
    • design


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