is article attempts to document diff erences in purchase decisions of men and women. Earlier research has found that they, due to their diff erent upbringing and socialization along with various other social, biological and psychological factors, depict diff erent types of consumer behaviour. e purpose of this study is to investigate the infl uence of advertising attractiveness on male and female purchase decisions. e aim of the paper is to present the authorial research procedure which proposes the usage of the theory of rough set to determine the rules of the consumers' behaviour. Implications and directions for future research are provided on the basis of the results.
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Łatuszyńska et al. (2013) studied this question.
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