publication date: Jul 5, 2011
Harvard Business Review
a study that has found women to have a defensive response to gender cues used
in marketing of diseases such as breast cancer.
The colour pink and breast cancer is one of the strongest brands to have
emerged in the last decade. However,
says Stefano Puntoni
, professor at
the Rotterdam School of Management
has indicated that the marketing effort may be counterproductive to the mission
of the breast cancer campaign.
study after study, tying breast cancer to gender cues or a feminine identity
did nothing to cause women to identify with risk of the disease. In fact, a defensive or denial response was
the result, where women felt less likely to contract the disease or donate to
suggests that a marketing campaign could offset this response by including
messaging that makes women reflect on their fear of breast cancer. When you bring attention to fear, then the
denial reaction goes away.