Male Consumer Behaviour PDF
By:Maria Heindler
Published on 2007 by
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 investigates 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 current society. Available expertise on both womens 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 perceptions of advertisements. It might even be able to shape information processing strategies. The results are relevant to marketing researchers and practitioners who want to effectively target a male audience.
This Book was ranked at 25 by Google Books for keyword Consumer Behaviour.
Book ID of Male Consumer Behaviour's Books is TX2rPAAACAAJ, Book which was written byMaria Heindlerhave ETAG "7h1bayxDfdY"
Book which was published by since 2007 have ISBNs, ISBN 13 Code is 9783836421621 and ISBN 10 Code is 3836421623
Reading Mode in Text Status is false and Reading Mode in Image Status is false
Book which have "211 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
eBook Version Availability Status at PDF is falseand in ePub is false
Book Preview
Download Male Consumer Behaviour PDF Free
Download Male Consumer Behaviour Books Free
Download Male Consumer Behaviour Free
Download Male Consumer Behaviour PDF
Download Male Consumer Behaviour Books
No comments:
Post a Comment