The Impact of Employment Status on Married Women’s Perceptions of Advertising Message Appeals
研究比较了在职与非在职已婚女性对汽车广告信息诉求的重视程度，发现就业状况显著影响其感知，且退休主妇与家庭主妇的反应也有差异，表明已婚女性市场并非同质化。
In cognizance of the increasing number of married women entering the workforce, this study compares employed and nonemployed wives on the importance accorded to various aspects of automobile advertising message appeals. Results clearly indicate that the employment status of a wife makes a significant difference in this regard. Further, wives who had retired from the workforce were found to react differently from other homemakers on certain aspects despite the fact that both groups were nonemployed. The findings imply that advertisers must recognize that the married woman market is not a homogeneous market but consists of two or three segments, and that the employment status of a married woman must be taken into active consideration during the design and execution of advertising strategies for durable goods.