This study aims (i) to find out the individuals scoring on Larsen Affect intensity measurement Scale (AIM) for emotional ads and (ii) to know whether the individual differences of response diminishes when they are exposed to the nonemotional (rational) advertisements, (iii) to know whether the...

In the microfinance industry the idea of “empowerment” is often valued as a means to encourage female emancipation from male domination. This paper’s main purpose is to draw on women’s testimonies and narratives to highlight the fundamental importance within these processes of women’s...