116,90 €
129,89 €
-10% with code: EXTRA
Male Consumer Behaviour
Male Consumer Behaviour
116,90
129,89 €
  • We will send in 10–14 business days.
Revision with unchanged content. Marketers have long been using sex as a variable in selecting target groups and designing promotional strategies, while gender has received interest only recently driven by increasing awareness of changing social roles of women and men. Starting from largely female-focused literature, this book inves-tigates the importance of gender to men: How do men react to different role portrayals of their own sex in advertising taking into account their own gender orientat…
129.89
  • SAVE -10% with code: EXTRA

Male Consumer Behaviour (e-book) (used book) | bookbook.eu

Reviews

Description

Revision with unchanged content. Marketers have long been using sex as a variable in selecting target groups and designing promotional strategies, while gender has received interest only recently driven by increasing awareness of changing social roles of women and men. Starting from largely female-focused literature, this book inves-tigates the importance of gender to men: How do men react to different role portrayals of their own sex in advertising taking into account their own gender orientation? And what influence does gender have on the way they process (advertising) information? The book covers existing knowledge on gender focusing on consumer behaviour. It investigates male roles and the meaning of masculinity in cur-rent society. Available expertise on both women`s reactions to female role portrayals and information processing differences between men and women sets the framework for an experiment aimed at answering these questions. The findings suggest that gender does play a role in shaping men's percep-tions of advertisements. It might even be able to shape information proces-sing strategies. The results are relevant to marketing researchers and practi-tioners who want to effectively target a male audience.

EXTRA 10 % discount with code: EXTRA

116,90
129,89 €
We will send in 10–14 business days.

The promotion ends in 21d.11:27:47

The discount code is valid when purchasing from 10 €. Discounts do not stack.

Log in and for this item
you will receive 1,30 Book Euros!?

Revision with unchanged content. Marketers have long been using sex as a variable in selecting target groups and designing promotional strategies, while gender has received interest only recently driven by increasing awareness of changing social roles of women and men. Starting from largely female-focused literature, this book inves-tigates the importance of gender to men: How do men react to different role portrayals of their own sex in advertising taking into account their own gender orientation? And what influence does gender have on the way they process (advertising) information? The book covers existing knowledge on gender focusing on consumer behaviour. It investigates male roles and the meaning of masculinity in cur-rent society. Available expertise on both women`s reactions to female role portrayals and information processing differences between men and women sets the framework for an experiment aimed at answering these questions. The findings suggest that gender does play a role in shaping men's percep-tions of advertisements. It might even be able to shape information proces-sing strategies. The results are relevant to marketing researchers and practi-tioners who want to effectively target a male audience.

Reviews

  • No reviews
0 customers have rated this item.
5
0%
4
0%
3
0%
2
0%
1
0%
(will not be displayed)