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This article reports on the outcome of recent study by Stefano Puntoni, Steven Sweldens (INSEAD) and Nader Tavassoli (London Business School). They found that the use of feminine elements in communication about breast cancer can be counterproductive when it comes to the main goal of the campaign: creating awareness.
This article reports on the outcome of recent study by Stefano Puntoni, Steven Sweldens (INSEAD) and Nader Tavassoli (London Business School). They found that the use of feminine elements in communication about breast cancer can be counterproductive when it comes to the main goal of the campaign: creating awareness.