Uses an upscale female sample to extend previous research onwomens perceptions of their role portrayal in advertising media.Indicates that serious disenchantment with perceived portrayal of womenstill exists for this important group of consumers. Measures variousattitudinal, company image, and purchase intention responses in additionto salient demographic and role orientation variables. Discusses theimplications for advertisers using female models in theiradvertisements.
Journal of Consumer Marketing – Emerald Publishing
Published: Jan 1, 1991