Reaching the Changing Woman Consumer: An Experiment in Advertising

Thomas E. Barry, Southern Methodist University
Mary C. Gilly, University of California, Irvine
Lindley E. Doran, Southern Methodist University


Questioning whether women can be distinguished into different market segments based on their desire to work, the authors sample women who have different demographic characteristics. Results show that the desire to work sclae can effectively segment the market. Blurring between categories may be studied to further delineate factors that can contribute to segmentation.