You Like Mars ... I Prefer Venus: Gendered Responses to Marketing Communications
Citation:
Frederic F. Brunel and Jonathan Schroeder (1998) ,"You Like Mars ... I Prefer Venus: Gendered Responses to Marketing Communications", in GCB - Gender and Consumer Behavior Volume 4, eds. Eileen Fischer, San Francisco, CA : Association for Consumer Research, Pages: 55 to 56.
Authors
Frederic F. Brunel, Boston University
Jonathan Schroeder, University of Rhode Island
Volume
GCB - Gender and Consumer Behavior Volume 4 | 1998
Share Proceeding
Featured papers
See MoreFeatured
I13. Ambient Light, Gender, and Creativity
Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA
Featured
Safety or Luxury: The Effect of Competitiveness on Consumer Preference in Social Crowding
Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore
Featured
Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff