Marketers have long been using sex as a variable in selecting target groups
and designing promotional strategies, while gender has received interest only
recently driven by increasing awareness of changing social roles of women
and men. Starting from largely female-focused literature, this book investigates
the importance of gender to men: How do men react to different role
portrayals of their own sex in advertising taking into account their own
gender orientation? And what influence does gender have on the way they
process (advertising) information?
The book covers existing knowledge on...