We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The Female Role in Advertisements: Some Experimental Evidence.
- Authors
Peterson, Robert A.; Kerin, Roger A.
- Abstract
The article discusses consumer attitudes pertaining to advertisements and evaluates gender-specific considerations. Researchers studied 112 U.S. men and 112 U.S. women. Among both groups the advertisement featuring a nude female model was considered least appealing. The product featured in the advertisement was also given the least consideration by the respondents. The male respondents reacted most favorably to an advertisement which featured an overall seductive theme and a provocatively dressed female model.
- Subjects
CONSUMER attitude research; ADVERTISING &; psychology; SEX in advertising; WOMEN consumers; MALE consumers; CONSUMER preferences research; WOMEN in advertising; NUDITY; CONSUMER behavior; PSYCHOLOGY
- Publication
Journal of Marketing, 1977, Vol 41, Issue 4, p59
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250235