Male Consumer Behaviour: A Gender Perspective on Advertising Response - Couverture souple

Heindler, Maria

 
9783836421621: Male Consumer Behaviour: A Gender Perspective on Advertising Response
Couverture souple
ISBN 10 : 3836421623 ISBN 13 : 9783836421621
Editeur : VDM Verlag Dr. Mueller E.K., 2007

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
VDM Verlag Dr. Mueller E.K.
Date d'édition
2007
Langue
anglais
ISBN 10 
3836421623
ISBN 13 
9783836421621
Reliure
Broché
Nombre de pages
220
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9783639413311: Male Consumer Behaviour: A Gender Perspective on Advertising Response and Information Processing

Edition présentée

ISBN 10 :  3639413318 ISBN 13 :  9783639413311
Editeur : AV Akademikerverlag, 2012
Couverture souple