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| Author: | Evans, M. Maltby, A. Nairn, A. |
| Title: | The hidden sex life of the male (&female) shot |
| Journal: | International Journal of Advertising
2000 : VOL. 19:1, p. 43-65 |
| Index terms: | Advertising Research Sex |
| Language: | eng |
| Abstract: | The focus of this paper is on information-processing style of sexes and the context is direct mail. Do women and men process information differently, as a result of their neurobiological development, and, if so, should direct marketers target them on this basis? This paper reports on the qualitative phase of a major industry-funded research programme. |
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