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- Title
"Women's Lib-ers" Versus Independent Women: A Study of Preferences for Women's Roles in Advertisements.
- Authors
Duker, Jacob M.; Tucker Jr., Lewis R.
- Abstract
Young college women who are "independent" and who express profeminist attitudes are shown not to react significantly differently to women's roles in advertisements from women who are not "independent" and do not express profeminist attitudes, or from an intermediate group called "neutrals." Some implications for advertisers are discussed.
- Subjects
ADVERTISING; WOMEN college students; WOMEN in advertising; FEMINISTS; GENDER role; ADVERTISERS; ADVERTISING ethics; WOMEN consumers; STEREOTYPES on television; GENDER role in mass media; GENDER role on television; REINFORCEMENT (Psychology)
- Publication
Journal of Marketing Research (JMR), 1977, Vol 14, Issue 4, p469
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3151187