Abstract
The present study used a feminine role orientation scale as a measure of 151 women’s beliefs on their role in society. Women were then grouped according to traditional and liberal values and their attitudes towards advertising and sex roles in advertising were analyzed. The results proved contrary to an earlier study by Duker and Tucker.
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Sciglimpaglia, D., Lundstrom, W.J., Zikmund, W.G. (2015). Sex Roles in Advertising: Additional Evidence. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_43
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DOI: https://doi.org/10.1007/978-3-319-16976-7_43
Publisher Name: Springer, Cham
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