“Women's Lib-ers” versus Independent Women: A Study of Preferences for Women's Roles in Advertisements
Open Access
- 1 November 1977
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (4) , 469-475
- https://doi.org/10.1177/002224377701400404
Abstract
Young college women who are “independent” and who express profeminist attitudes are shown not to react significantly differently to women's roles in advertisements from women who are not “independent” and do not express profeminist attitudes, or from an intermediate group called “neutrals.” Some implications for advertisers are discussed.Keywords
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