search query: @indexterm women / total: 431
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| Author: | Jaffee, L. |
| Title: | The unique predictive ability of sex-role identity in explaining women's response to advertising |
| Journal: | Psychology & Marketing
1994 : SEP/OCT, VOL. 11:5, p. 467-482 |
| Index terms: | ADVERTISING WOMEN FORECASTING |
| Language: | eng |
| Abstract: | This study explores and compares the separate contributions of masculinity, femininity, and androgyny in explaining women's response to modern and traditional sex-role portrayals in print advertisements. It also considers whether sex-role identity captures unique predictive information above and beyond specific demographic variables. This study consisted of a field experiment among 200 adult women; each respondent was exposed to several carefully prepared print ads. |
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