Abstract
21 The relation between gender and cultural orientation and its implications for advertising Ashok K. Lalwani and Sharon Shavitt INTRODUCTION Research points to gender differences in individualism and collectivism (e.g., Gilligan, 1982; Kashima e….
| Original language | English (US) |
|---|---|
| Title of host publication | Handbook of Research on International Advertising |
| Publisher | Edward Elgar Publishing |
| Pages | 455-470 |
| Number of pages | 16 |
| ISBN (Electronic) | 9781781001042 |
| ISBN (Print) | 9781848448582 |
| DOIs | |
| State | Published - 2012 |
ASJC Scopus subject areas
- General Economics, Econometrics and Finance
- General Business, Management and Accounting