Effects of presenting ads of male or female models portraying traditional or alternative roles on a person's intention to purchase.

• Main Authors: Macalalad, Mary Joyce, Rudio, Nicole, Villegas, Valerie Ellen
• Format: text
• Language: English
• Published: Animo Repository 1999
• Subjects: Advertising; Comparative Analysis; Consumer behavior > Social aspects.; Personality and Social Contexts
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10145
• Institution: De La Salle University

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...