Segmentation has been useful in advertising decisions and subsequently the generation approach has emerged as a superior segmentation approach. The purpose of this article is to examine the attitudes of generation X and generation Y towards controversial advertising. Structured questionnaires were distributed throughout Malaysia, and a total of 768 usable questionnaires were obtained. Findings ...

classic political sociology dogmatically considers women politically more conservative than men and accordingly, women’s models of political behaviors are expressed based on their inherent tendencies towards right-wing conservative parties. but new research indicates that in developed countries during 1980’s, women gradually distanced from traditional conservatism and joint democratic groups. i...

This article provides a list of helpful teaching tips for instructional librarians who need to meet the changing generational needs of their patrons. Specific generational qualities and attitudes of Generation X and Generation Y are discussed along with educational techniques and software recommendations. These tips are based on the authors' experiences at Drexel University's Hahnemann Library ...

This article presents findings from a pilot intervention in 2005-6 to promote gender equity among young men from low-income communities in Mumbai, India. The project involved formative work on gender, sexuality and masculinity, and educational activities with 126 young men, aged 18-29, over a six-month period. The programme of activities was called Yari-dosti, which is Hindi for friendship or b...

stereotype is misunderstandings about people with personality, behavior, attitudes, competencies, and in connection with any group (gender, race, class, status, location) includes any type of cognitive stereotypes toward people and other groups, but misconceptions and inaccurate information contained on them. in other words, people may even have some limited information or ambiguous, in the pro...