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

AdvertisingPsychologySocial psychologyBusiness

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Publication Info

Year
1977
Type
article
Volume
14
Issue
4
Pages
469-475
Citations
39
Access
Closed

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Cite This

Jacob M. Duker, Lewis R. Tucker (1977). “Women's Lib-ers” versus Independent Women: A Study of Preferences for Women's Roles in Advertisements. Journal of Marketing Research , 14 (4) , 469-475. https://doi.org/10.1177/002224377701400404

Identifiers

DOI
10.1177/002224377701400404