Fashion Sense: Chinese Women’S Response to Feminine Appeals in Transnational Advertising

With changing social expectations, living standards, and global influences, Chinese women have developed an awareness of their femininity marked by consumption. We explore how women respond to female appeals in fashion ads in China, finding that they respond differently than American women do to the same type of appeals.



Citation:

Jie Fowler and Aubrey Fowler III (2012) ,"Fashion Sense: Chinese Women’S Response to Feminine Appeals in Transnational Advertising", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 883-884.

Authors

Jie Fowler, Valdosta State University, USA
Aubrey Fowler III, Valdosta State University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features

Liad Weiss, University of Wisconsin - Madison, USA

Read More

Featured

Can Implicit Theory Influence Construal Level?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Featured

The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.