Hidden persuasions in soap operas: damaged heroines and negative consumer effects

The purpose of our study is to investigate the negative influence of textual images of damaged women characters in soap operas on the female consumers who constitute the majority of viewers.

Hidden persuasions in soap operas: damaged heroines and negative consumer effects

Barbara B. Stern Rutgers Business School – Newark and New Brunswick

Cristel Antonia Russell San Diego State University

Dale W. RussellAuckland University of Technology...