Exploring Differences in Males' and Females' Processing Strategies
- 1 June 1991
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 18 (1) , 63-70
- https://doi.org/10.1086/209241
Abstract
Existing research suggests that, relative to males, females often are more concerned with the particulars of message claims when processing advertisiKeywords
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