Gender and media preference in cosmetic products: An empirical study

ISBN-13: 9783659861369 / Angielski / Miękka / 2016 / 108 str.

Tayebeh Baghli; Milad Kalantari Shahijan; Sreenivasan Jayashree

Opis

Different kinds of media play significant roles in consumer behavior specifically in evaluating and choosing products or services. Actually, consumers are attracted to different kinds of products through a variety of media such as television, newspaper, magazine, internet, printing material, etc. In fact, dissimilarity among male and female in terms of their perceptions and taste clarify the prominent role of gender in this issue and contribute ways in which personality characteristic of audience may shape the kind of media which they choose to be exposed to.

O autorze

Tayebeh Baghli is PhD candidate at Allameh Tabataba'i University (ATU). Milad Kalantari Shahijan is PhD candidate & research assistant at Universiti Teknologi Malaysia (UTM). Sreenivasan Jayashree is associate professor at Multimedia University (MMU).