Different women, different viewpoints: age, traits and women’s reaction to advertisements
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DOI: 10.1108/jcm-04-2020-3789
Abstract: Purpose This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications. Design/methodology/approach Three studies use 10 iterations of an ad for… read more here.
Keywords: preference; age; ads featuring; women different ... See more keywords