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| Author: | Widgery, R. McGaugh, J. |
| Title: | Vehicle message appeals and the new generation woman |
| Journal: | Journal of Advertising Research
1993 : SEP-OCT, VOL. 33:5, p. 36-42 |
| Index terms: | ADVERTISING RESEARCH WOMEN MOTOR VEHICLES INDUSTRY |
| Language: | eng |
| Abstract: | The authors hypothesized significant differences between males and females when examining the older group in the sample. But it was also expected that males and females growing in the last 20 years would be similar to males in their perceptions of the salience of vehicle message appeals. To test the external validity of these findings, the Age Gender interaction was tested across five markets selected randomly from among 42 metropolitan markets that had been surveyed in 14 states. |
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