Male Consumer Behaviour- A Gender Perspective on Advertising Response and Information Processing - Maria Heindler
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.
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