Measuring gender in consumer research: Validity and consumer welfare

Consistent use of a valid measurement approach is essential for producing replicable research, along with the accumulation and integration of knowledge. Although gender is one of the most studied constructs in marketing, the literature remains muddled regarding a valid measurement of gender. In this work, we review the extant literature to outline the evolution of four main approaches toward conceptualizing and measuring gender. Further, we systematically review the common measures of gender in consumer research and delineate their inherent validity issues and impact on consumer welfare. Finally, we propose solutions for amending common gender measurement practices and directions for future research.