| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 7433222 | Journal of Retailing and Consumer Services | 2018 | 10 Pages |
Abstract
Results showed that gender differences appeared only in SCE while the BSC yielded atypical gender considerations. Cognitive load was suggested to blur the stereotypical appearance of gender differences. Thus, when trying to influence brand choice, stereotypical gender targeting may be unjustified.
Keywords
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Authors
Friedmann Enav, Brueller Daphna,