Abstract:
Roles are prescribed pattern behavior expected of a person in a situation. Gender roles based on the sex of the individual rather than on characteristics the individual can control. In contrast an achievement role is accuired based on performance over which an individual does have same degree of control. Gender roles, particulary female roles, have undergone radical changes in the past 25 years. The fundamental shift has been for the female role to become more like the traditional male role. Virtually all aspect of our society, including marketing activities, have been affected by the shift.
