Advertising eco-friendly behavior to young adults : "sweat" or "do good"? : how young men and women respond to physical activity- versus caring-oriented appeals
Year of publication: |
2023
|
---|---|
Authors: | Praxmarer-Carus, Sandra ; Gathen, Constanze |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 63.2023, 3, p. 255-273
|
Subject: | feminine perception | gender identity | green appeals | Pro-environmental advertising | stereotypes | Geschlecht | Gender | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Jugendliche | Youth | Wahrnehmung | Perception | Zielgruppe | Target group | Frauen | Women |
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