People as Products: Analysis of a Complex Marketing Exchange
Open Access
- 1 January 1987
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 51 (1) , 98-108
- https://doi.org/10.1177/002224298705100108
Abstract
Though the notion of marketing as exchange has proved conceptually robust since its introduction more than 10 years ago, few empirical marketing studies have used exchange as a guiding paradigm. The author examines male- and female-placed personal advertisements as examples of complex, heterogeneous marketing exchange. Several hypotheses about the exchange resources possessed and sought by men and women are tested.Keywords
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