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Male Consumer Behaviour: A Gender Perspective on Advertising Response and Information Processing - Couverture souple
Présentation de l'éditeur
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 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 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 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.
Biographie de l'auteur
has a master in International Business from Vienna University and gained thorough knowledge of marketing theory and research being an assistant at the Chair of Marketing. After experience in market research and strategy consulting she is now responsible for B2B marketing in Austria and Switzerland in a large international energy company.
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Male Consumer Behaviour
Edité par
AV Akademikerverlag Mai 2012, 2012
ISBN 10 : 3639413318
ISBN 13 : 9783639413311
Neuf
Taschenbuch
Vendeur : BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Allemagne
Évaluation du vendeur 5 sur 5 étoiles
Taschenbuch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 220 pp. Englisch. N° de réf. du vendeur 9783639413311
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Male Consumer Behaviour
Edité par
AV Akademikerverlag, 2012
ISBN 10 : 3639413318
ISBN 13 : 9783639413311
Neuf
Couverture souple
Vendeur : moluna, Greven, Allemagne
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Etat : New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Heindler Mariahas a master in International Business from Vienna University and gained thorough knowledge of marketing theory and research being an assistant at the Chair of Marketing. After experience in market research and strategy. N° de réf. du vendeur 4985549
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Male Consumer Behaviour: A Gender Perspective on Advertising Response and Information Processing
Edité par
AV Akademikerverlag, 2012
ISBN 10 : 3639413318
ISBN 13 : 9783639413311
Neuf
Couverture souple
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Male Consumer Behaviour: A Gender Perspective on Advertising Response and Information Processing
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AV Akademikerverlag, 2012
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ISBN 13 : 9783639413311
Neuf
Couverture souple
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Male Consumer Behaviour: A Gender Perspective on Advertising Response and Information Processing
Edité par
AV Akademikerverlag, 2012
ISBN 10 : 3639413318
ISBN 13 : 9783639413311
Neuf
Couverture souple
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Male Consumer Behaviour
Edité par
AV Akademikerverlag Mai 2012, 2012
ISBN 10 : 3639413318
ISBN 13 : 9783639413311
Neuf
Taschenbuch
Vendeur : buchversandmimpf2000, Emtmannsberg, BAYE, Allemagne
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Taschenbuch. Etat : Neu. This item is printed on demand - Print on Demand Titel. Neuware -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 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 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 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.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 220 pp. Englisch. N° de réf. du vendeur 9783639413311
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Male Consumer Behaviour : A Gender Perspective on Advertising Response and Information Processing
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Taschenbuch. Etat : Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - 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. N° de réf. du vendeur 9783639413311
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