Variations in Impact

Many women might be dissatisfied with something without changing, just as many women might be fairly well satisfied and still change. In marketing, the dissatisfied women reported more exposure to both personal contacts and radio advertising. Dissatisfaction, then, does seem to have had two consequences: such women were more aware of available sources and more susceptible to their advice and influence. In the fashion field, perhaps, women may be always on the alert, while as regards consumer goods, dissatisfaction may be required to sharpen their awareness. Movie magazines are most effective; general magazines are next, with 12 per cent effective exposures; and women’s magazines come last, with 9 per cent. Their effectiveness thus seems to parallel the content emphasis of the three types, for movie magazines certainly devote the greatest proportion of space to the movies, general magazines are probably next, and women’s magazines last.

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