People as Products: Analysis of a Complex Marketing Exchange
研究将个人广告视为复杂的营销交换，检验男性和女性在交换资源上的差异假设。
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.