CYNICISM AND ALIENATION AS MARKETING CONSIDERATIONS: SOME NEW WAYS TO APPROACH THE FEMALE CONSUMER

Abstract

In this article we will report the results of a study that measured the degree to which cynicism and alienation, together with some related dimensions, were found among American women. The results of this study strongly suggest that, if cynicism and alienation are taken into account, many marketers may be positioning their offerings to reach only a minority of American women, perhaps as few as one‐third. We will also, therefore, discuss the larger marketing ramifications of these findings.

Citation

Kanter, D.L. and Wortzel, L.H. (1985), "CYNICISM AND ALIENATION AS MARKETING CONSIDERATIONS: SOME NEW WAYS TO APPROACH THE FEMALE CONSUMER", Journal of Consumer Marketing, Vol. 2 No. 1, pp. 5-15. https://doi.org/10.1108/eb038816