haku: @indexterm PRODUCT INFORMATION / yhteensä: 113
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| Tekijä: | Prakash, V. |
| Otsikko: | Sex Roles and Advertising Preferences |
| Lehti: | Journal of Advertising Research
1992 : MAY/JUNE, VOL. 32, p.43-52 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR PRODUCT INFORMATION |
| Kieli: | eng |
| Tiivistelmä: | The psychological, marketing, and advertising literature is integrated with the aim of developing conceptual hypotheses of gender differences applicable to advertising format. It is suggested that male subjects have a preference for competitive situations, and for large social groups. Females have equal preference for competitive situations and are flexible about the social group size. |
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