Subir Sengupta
Biographic Data
| ID | 5776468 |
|---|---|
| NAME | Subir Sengupta |
| GIVEN NAMES | Subir |
| FAMILY NAME | Sengupta |
| SIGNATURE | SENGUPTA S |
| AFFILIATIONS | The Pennsylvania State University, College of Communications, 124 Carnegie Building, University Park, PA 16802, U.S.A. |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 1996 |
| LATEST PUBLICATION YEAR | 1996 |
| H-INDEX | 0 |
Understanding consumption related values from advertising
The present study focuses on understanding consumption related values currently prevailing in India. In order to examine if the consumption related values of the people in India are similar to those found in developed economies, the U.S. was used as a benchmark. These values were examined by content analyzing television commercials from the two countries. The results suggest that materialism as well as hedonistic consumption values have become so…
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Understanding consumption related values from advertising
The present study focuses on understanding consumption related values currently prevailing in India. In order to examine if the consumption related values of the people in India are similar to those found in developed economies, the U.S. was used as a benchmark. These values were examined by content analyzing television commercials from the two countries. The results suggest that materialism as well as hedonistic consumption values have become so…
Advertising (1 work) · Business (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Consumption (sociology (1 work) · Content analysis (1 work) · Marketing (1 work) · Marketing (1 work) · Materialism (1 work) · Media, Gender, and Advertising (1 work) · Order (exchange (1 work)