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Societal Structures of the Mind
- Publisher
- SAGE
- Copyright
- © 1987 American Marketing Association
- ISSN
- 0022-2429
- eISSN
- 1547-7185
- DOI
- 10.1177/002224298705100108
- Publisher site
- See Article on Publisher Site
Abstract
Though the notion of marketing as exchange has proved conceptually robust since its introduction more than 10 years ago, few empirical marketing studies have used exchange as a guiding paradigm. The author examines male- and female-placed personal advertisements as examples of complex, heterogeneous marketing exchange. Several hypotheses about the exchange resources possessed and sought by men and women are tested.
Journal
Journal of Marketing – SAGE
Published: Jan 1, 1987