Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective
Robert J. Fisher, Laurette Dubé
Journal of Consumer Research · 2005 · Volume 31 · Issue 4
Abstract
Two studies examine gender differences in responses to advertising with emotional content that varies on agency—a fundamental component of the male, but not female, stereotype. As hypothesized, males reported a less pleasant viewing experience and a less favorable attitude toward the advertisement ( A ad ) when a low-agency emotion (i.e., stereotype-incongruent) ad was viewed with another male, while their responses were not affected by the presence of another person when they were exposed to a high-agency emotion (i.e., stereotype-congruent) ad. Males' and females' private responses were not significantly different, and females' responses were invariant across social contexts and type of ad.
Keywords
Advertising, Group/Interpersonal Influences, Sex roles/Gender Issues, Experimental Design and Analysis (ANOVA)
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