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| Author: | Orth, U. R. Holancova, D. |
| Title: | Consumer response to sex role portrayals in advertisements : effects of incongruity and prejudices on emotions and attitudes |
| Journal: | Journal of Advertising
2004 : VOL 32:4, p. 77-89 |
| Index terms: | CONSUMPTION CULTURE CZECH REPUBLIC ROLES WOMEN |
| Language: | eng |
| Abstract: | This article concerns consuming of men and women in the Czech Rebublic. The authors are interested in how consumer prejudices and emotions can be integrated into an incongruity-resolution framework. Expansions into cultural settings and in-depth examinations of the elaboration and processing paths are suggested for future research. |
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