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按照美国心理学家麦考比·杰克琳的研究分析,总结两千多项关于两性心理差异的文献资料,他们发现,男女在感知觉、学习、记忆、智能、认识方式、动机、自我概念、气质、活动水平、情绪、社交、支配等方面,或多或少都有心理差异。当然能科学确证出来的,会比日常生活中一般人想象的或夸张的要少。以上有关男女性格特征差异的描述对广告受众的研究是非常有启发性的。
According to the research and analysis of McCabe Jacklin, the American psychologist, we summarize more than two thousand articles about psychological differences between the sexes. They found that men and women have different attitudes towards feeling, learning, memory, intelligence, ways of knowing, motivation, self- Temperament, activity level, emotion, social, domination, etc., more or less have psychological differences. Of course, it can be scientifically proven to be less than what most people in everyday life imagine or exaggerate. The above description of the differences in personality traits of men and women is very instructive in the study of advertising audiences.