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| Author: | Putrevu, S. |
| Title: | Communicating with the sexes: Male and female responses to print advertisements |
| Journal: | Journal of Advertising
2004 : FALL VOL. 33:3, p. 51-62 |
| Index terms: | Advertising Consumer behaviour Gender North America |
| Language: | eng |
| Abstract: | This research studies how men and women (hereafter as: m&w.) respond to different types of print advertisements (here as: ads). The results show that women (here as: w.) have superiour affect and purchase intent toward ads that are verbal, harmonious, complex, and category-oriented (here as: cat-ord.), whereas men (here as: m.) have superiour affect and purchase intent toward ads that are comparative, simple and attribute-oriented (here as: attr-ord.). In two studies, and across a variety of ads, m&w. listed an equivalent number of total thoughts. In all instances, however, w. listed more cat-ord. thoughts and m. listed more attr-ord. thoughts. This pattern of results suggests that w. use a relational processing style, whereas m. use an item-specific processing style. |
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