1. Three Dimensions of Advertising
... emphasis on emotional and social-experiential gratification may not be easily derived from the internet. The second quantitative study provided a more systematic analysis of gender differences between conventional and online buying motives (Dittmar - Good! et al., 2004). Consistent with prior study, gender differences in conventional buying were found: women emphasized more on emotional, social-experiential, ... motives were considerably more prominent than that in social-experiential motives, while the gender gap in identity-related motives was least prominent. In contrast, gender diffe...
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- Grade Level: Undergraduate