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| Tekijä: | Burns, A.C. Foxman, E.R. |
| Otsikko: | Some determinants of the use of advertising by married working women (!Reliance on advertising) |
| Lehti: | Journal of Advertising Research
1989 : OCT-NOV, VOL. 29:5, p. 57-63 |
| Asiasana: | CONSUMER BEHAVIOUR MARKET SEGMENTATION LIFE STYLE |
| Kieli: | eng |
| Tiivistelmä: | Over the last two decades, there have been great changes in consumer markets as a function of married women entering the workforce.Some hypotheses are developed concerning a married working woman's reliance on an information source. The working status of a married woman increases her reliance on advertising. So it is very important to investigate her information search so as to assess promotion-strategy implications.The results of this pilot study help to understand how role-load, demographic variables affect a woman's use of ads as an information source. |
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