Study On The Influcence Of Advertising Attractiveness On The Purchase Decisions Of Women And Men

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Authors
Łatuszyńska, Małgorzata
Wawrzyniak, Agata
Wąsikowska, Barbara
Furaiji, Fatimah
Date
2013
Journal Title
Journal ISSN
Volume Title
Publisher
Foundation of International Studies
License
Creative Commons License
Uznanie autorstwa 3.0 Polska
Abstract
This article attempts to document diff erences in purchase decisions of men and women. Earlier research has found that they, due to their diff erent upbringing and socialization along with various other social, biological and psychological factors, depict different types of consumer behaviour. The purpose of this study is to investigate the influence of advertising attractiveness on male and female purchase decisions. The aim of the paper is to present the authorial research procedure which proposes the usage of the theory of rough set to determine the rules of the consumers’ behaviour. Implications and directions for future research are provided on the basis of the results.
Description
Description
Keywords
rough set theory  advertising  purchase decision making  consumer behaviour
Citation
Łatuszyńska M., Wawrzyniak A., Wąsikowska B., Furaiji F.: Study On The Influcence Of Advertising Attractiveness On The Purchase Decisions Of Women And Men, Journal of International Studies, 2013, Vol. 6 No 2, s. 20-32.
URI
https://open.icm.edu.pl/handle/123456789/11205
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