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Management article
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Reference no. F1107D
Published by: Harvard Business Publishing
Published in: "Balanced Scorecard Report", 2011

Abstract

Professor Stefano Puntoni set out to prove that breast cancer awareness campaigns were more effective when they incorporated the color pink. Instead, his studies repeatedly showed that pink made women less likely to recognize their risk of cancer and less likely to donate to research. And that led him to explore the surprising effects of gender cues in marketing messages.

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Abstract

Professor Stefano Puntoni set out to prove that breast cancer awareness campaigns were more effective when they incorporated the color pink. Instead, his studies repeatedly showed that pink made women less likely to recognize their risk of cancer and less likely to donate to research. And that led him to explore the surprising effects of gender cues in marketing messages.

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