Abstract
An exploratory study of mâle and female business media use was undertaken to ascertain whether education has levelled sex differences. Social changes in women's work status and access to higher education cause similar needs for financial information. Prior research on business media use presents conflicting evidence about male and female habits. Findings reveal four segments based on sex and education, for education has only partially levelled sex differences. Higher-educated men make greater use of business television than higher-educated women. Lower-educated men rely on print media, and lower-educated women use all business media least. Marketing implications for financial and related services are suggested to appeal to the segments.
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