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Creating Brand Names: Strategic and International Considerations Read chapter Read first chapter

2015 | OriginalPaper | Chapter

A Comparison of African American and Caucasian American Business Students and their General Perceptions of Sex Role Portrayals in Advertising

Authors : Kathleen Van Scoyoc, John B. Ford

Published in: Proceedings of the 1996 Multicultural Marketing Conference

Publisher: Springer International Publishing

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This study examines the perceptions of a comparative sample of African American and Caucasian American Business Students regarding their general perceptions of sex role portrayals in advertising. The findings indicated that African American female students were not as critical as their Caucasian counterparts, and there was greater agreement between the African American and Caucasian American male respondents with less criticality indicated than for the female respondents.

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Metadata
Title
A Comparison of African American and Caucasian American Business Students and their General Perceptions of Sex Role Portrayals in Advertising
Authors
Kathleen Van Scoyoc
John B. Ford
Copyright Year
2015
Book
Proceedings of the 1996 Multicultural Marketing Conference

Print ISBN: 978-3-319-17394-8

Electronic ISBN: 978-3-319-17395-5

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17395-5_29