How sex appeal in advertising influences consumers' buying intention and willingness to pay: an analysis of different reactions in Northern and Southern European countries
Villa, Flavia (A.A. 2017/2018) How sex appeal in advertising influences consumers' buying intention and willingness to pay: an analysis of different reactions in Northern and Southern European countries. Tesi di Laurea in Consumer behavior, LUISS Guido Carli, relatore Marco Francesco Mazzù, pp. 90. [Master's Degree Thesis]
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Abstract/Index
Literature review. The image of men and women in advertising. Sex in advertising and gender differences in its perception. Gender differences. Cultural differences. Empirical research. Survey respondents' analysis.
References
Bibliografia: pp. 41-44.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | LUISS Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Consumer behavior |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | Romani, Simona |
| Academic Year: | 2017/2018 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 12 Mar 2019 07:51 |
| Last Modified: | 12 Mar 2019 07:51 |
| URI: | https://tesi.luiss.it/id/eprint/22535 |
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