http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
viii, 235 pages : illustrations ; 24 cm.
Introduction -- Gender and genre in the interpretation of advertising text -- Gender identity in the Indian context : a sociocultural construction of the female consumer -- On gender differences in eating behavior as compensatory consumption -- Masculinity and the consumption of organized sports -- The measurement of social comparison of advertising models : a gender gap revealed -- Division of financial responsibility in baby boomer couples : routine tasks versus investments -- Children's apprehension and comprehension : gender influences on computer literacy and attitude structures toward personal computers -- Construction of a meaningful wedding : differences in the priorities of brides and grooms -- Gender dimensions of the alphabetic characters with implications for branding -- Gender and consumption : transcending the feminine?