Female Roles in Television Advertising: Viewers' Use of Gender Role Cues in Appraising Stereotypic and Non-Stereotypic Role Portrayals
Citation:
Richard H. Kolbe and Carl D. Langefeld (1991) ,"Female Roles in Television Advertising: Viewers' Use of Gender Role Cues in Appraising Stereotypic and Non-Stereotypic Role Portrayals", in GCB - Gender and Consumer Behavior Volume 1, eds. Dr. Janeen Arnold Costa, Salt Lake City, UT : Association for Consumer Research, Pages: 65-76.
Authors
Richard H. Kolbe, Washington State University, Washington
Carl D. Langefeld, Indiana University, Indiana
Volume
GCB - Gender and Consumer Behavior Volume 1 | 1991
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