The relation between gender and cultural orientation and its implications for advertising

Ashok K. Lalwani, Sharon Shavitt

Research output: Chapter in Book/Report/Conference proceedingChapter

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 languageEnglish (US)
Title of host publicationHandbook of Research on International Advertising
PublisherEdward Elgar Publishing
Pages455-470
Number of pages16
ISBN (Electronic)9781781001042
ISBN (Print)9781848448582
DOIs
StatePublished - 2012

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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