Effects of presenting ads of male or female models portraying traditional or alternative roles on a person's intention to purchase.
A person's intention to purchase is the variable being measured in this study. There are three variables being manipulated in order to see if they have an effect on the intention to purchase. These three variables are the gender of the respondents, the gender of the model in an advertisement an...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
1999
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/10145 |
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| Institution: | De La Salle University |
| Language: | English |