@article{chakroun2014archetypes,
  title = {Archetypes of Women in Advertising an Exploratory Study},
  author = {Inès Chakroun and Mohamed Kammoun and Bernard Pauly},
  year = 2014,
  url = {https://ibimapublishing.com/articles/JMRCS/2014/330245/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = (2014),
  pages = 11,
  doi = 10.5171/2014.330245,
  abstract = {The goal of this article is to explore the perceptions of consumers regarding to models in advertising. To fulfill this object, we have used the KERNEL’s method which is based on the dominance analysis tool developed by Ned Herrmann (Ned Herrmann & Louis Timbal-Duclaux, 1989). In this paper, we discuss particularly the question of correspondence between the "ordinary" woman and the various types of products. The analysis of the results conducted with 30 individuals show that the physical characteristics of the model and values are very important to advertise products. The level of importance varies from one product to another which has led to propose different archetypes of women.},
  keywords = {Advertising, "ordinary" woman, KERNEL, dominance analysis},
  note = Article ID: 330245
}