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Different kinds of media play significant roles in consumer behavior specifically in evaluating and choosing products or services. Actually, consumers are attracted to different kinds of products through a variety of media such as television, newspaper, magazine, internet, printing material, etc. In fact, dissimilarity among male and female in terms of their perceptions and taste clarify the prominent role of gender in this issue and contribute ways in which personality characteristic of audience may shape the kind of media which they choose to be exposed to.
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