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| Author: | Schmitt, B. H. Leclerc, F. Dube-Rioux, L. |
| Title: | Sex typing and consumer behavior: a test of gender schema theory |
| Journal: | Journal of Consumer Research
1988 : JUN, VOL. 15:1, p.122-128 |
| Index terms: | CONSUMER BEHAVIOUR ADVERTISING EFFECTIVENESS SEX |
| Language: | eng |
| Abstract: | A study reporting on 3 experiments to test the predictions of gender schema theory concerning the difference between individuals in a way they process and evaluate information related to gender and sex effects, linked to advertising, packaging and consumer choice. The experiment, method and results and general discussion of consumer behaviour. |
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