Norm Effects on Gender in Social Marketing Campaigns Promoting Savings Behavior
Research examining the influence of social norms on gender is scarce. Two experimental studies found males and females to respond differently to various types of norm information in social marketing campaigns on saving money. The findings provide implications for theoretical as well as practical contributions.
Hye Jin Yoon and Carrie La Ferle (2014) ,"Norm Effects on Gender in Social Marketing Campaigns Promoting Savings Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 820-820.
Hye Jin Yoon, Southern Methodist University, USA
Carrie La Ferle, Southern Methodist University, USA
NA - Advances in Consumer Research Volume 42 | 2014
‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption
Pao Franco, University of Melbourne, Australia
A11. When Political Neutrality Backfires
Ike Silver, University of Pennsylvania, USA
Alex Shaw, University of Chicago, USA
Rob Kurzban, University of Pennsylvania, USA
H12. Does Economic Development Influence Consumer Innovativeness?
Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia