TITLE

Men, women don't vary in ad response

PUB. DATE
August 1979
SOURCE
Marketing News;8/24/1979, Vol. 13 Issue 4, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the results of the study "Segmentation and Stereotypes: An Investigation of Sex Differences in Response to Advertising Messages" conducted by Richard F. Yalch of the University of Washington and Rebecca Elmore Yalch of Pacific Northwest Bell in 1979. A random sample of adult subjects were involved in the study. The study found that men respond to social approval messages. The response of men and women to messages using verbal presentations were compared.
ACCESSION #
18991758

 

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics