The Marketing of Guns to Women: Factors Influencing Gun-Related Attitudes and Gun Ownership by Women

The authors examine factors that influence women's attitudes toward guns and the ownership of firearms. They investigate the recent promotion of guns and gun-related products to women within the framework of the current problems facing American women (e.g., safety). The authors conduct two studies; the first tests the effect of gun-related advertisements on women's and men's attitudes toward owning guns or firearms, in general. The second examines how social and personal experiences influence women's attitudes toward guns. The authors apply their results to public policy and marketing concerns by addressing issues of legality and ethics in the sale and promotion of firearms.