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Of stereotypes and strategies : emic perspectives of shopping in a television servicescape

Creator:

Harris, Mackenzie Moore

Abstract:

Culturally based stereotypes are a pervasive force behind quick judgments about behavior, intent, and beliefs which allow individuals to interact efficiently to meet their own goals. Gender stereotypes are present in marketing media and servicescapes, where they define the behavior, needs, and wants of shoppers. The literature on consumer behavior...

Resource Type:

Masters Thesis

Full Text:

advertising material. I contacted marketing departments and public relations personnel for two large