GENDER DIFFERENCES IN ADVERTISING
Gender differences in world view values
From a number of academic researches and studies it shows that females tend to show a greater interest for people than males do. Nature explanations propose that human behaviour including moral behaviour is geared for reproductive and genetic purposes. Therefore primary caregivers which tend to be the females tend to foster nurturing whereas other parents such as males foster a competitive orientation. Nurture standpoints hold that these gendered roles and orientation are developed through cultural agents such as parents, media and schools.
Gender differences in information processing
Differences in processing style have been established in past research on gender and information processing by Meyers-Levy, 1989. According to the selective model which are the females processing entails effortful elaboration of message content, while males tend to heuristically process advertising information by focusing on cues. Some net ratings found that women typically spend more time looking at a web page than men do.
Advertising order effects
Past research in this area has shown that the order in which people encounter information may affect persuasion. The two main effects are primacy and recency. Primacy and recency effects can be explained through different psychological processes and factors like:
-Interest in the subject
-Overall involvement
-Attitude strength
Based on previous research on message order effects in persuasion, we know that subjects with high interest in a topic exhibited primacy, whereas those with low interest exhibited recency effects. Primacy effects occur when respondents are motivated to process the information and show greater critical thinking toward later information, whereas recency effects are observed when respondents are not motivated to process the information and therefore do not direct much attention to the task at hand. While recency and primacy seem to depend on the characteristics on the task or the processing environment, it is also important to consider gender based differences in information processing style.
Gender and advertising order effects hypotheses
As discussed, when the message environment does not call for a particular processing strategy, females tend to use and elaborating processing strategy while males use a scheme based. Primary effects occur under conditions consistent with high elaboration and recency under heuristic processing conditions. There for one should expect that:
1) as long as the task does not encourage a particular type of processing, females will exhibit more primacy effects than recency effects.
When the conditions do not favour extensive elaboration, males should use a low involvement heuristic, based on the most recent information. We expect:
2) as long as the task does not encourage a particular type of processing, males will exhibit more recency effects than primacy effects.
Our study supports the use of sex demographics to help explain persuasion but not necessarily targeting. Still advertising researchers should be aware of these findings and take them into account, and further establish what the advertising and media implications are.
Gender differences in world view values
From a number of academic researches and studies it shows that females tend to show a greater interest for people than males do. Nature explanations propose that human behaviour including moral behaviour is geared for reproductive and genetic purposes. Therefore primary caregivers which tend to be the females tend to foster nurturing whereas other parents such as males foster a competitive orientation. Nurture standpoints hold that these gendered roles and orientation are developed through cultural agents such as parents, media and schools.
Gender differences in information processing
Differences in processing style have been established in past research on gender and information processing by Meyers-Levy, 1989. According to the selective model which are the females processing entails effortful elaboration of message content, while males tend to heuristically process advertising information by focusing on cues. Some net ratings found that women typically spend more time looking at a web page than men do.
Advertising order effects
Past research in this area has shown that the order in which people encounter information may affect persuasion. The two main effects are primacy and recency. Primacy and recency effects can be explained through different psychological processes and factors like:
-Interest in the subject
-Overall involvement
-Attitude strength
Based on previous research on message order effects in persuasion, we know that subjects with high interest in a topic exhibited primacy, whereas those with low interest exhibited recency effects. Primacy effects occur when respondents are motivated to process the information and show greater critical thinking toward later information, whereas recency effects are observed when respondents are not motivated to process the information and therefore do not direct much attention to the task at hand. While recency and primacy seem to depend on the characteristics on the task or the processing environment, it is also important to consider gender based differences in information processing style.
Gender and advertising order effects hypotheses
As discussed, when the message environment does not call for a particular processing strategy, females tend to use and elaborating processing strategy while males use a scheme based. Primary effects occur under conditions consistent with high elaboration and recency under heuristic processing conditions. There for one should expect that:
1) as long as the task does not encourage a particular type of processing, females will exhibit more primacy effects than recency effects.
When the conditions do not favour extensive elaboration, males should use a low involvement heuristic, based on the most recent information. We expect:
2) as long as the task does not encourage a particular type of processing, males will exhibit more recency effects than primacy effects.
Our study supports the use of sex demographics to help explain persuasion but not necessarily targeting. Still advertising researchers should be aware of these findings and take them into account, and further establish what the advertising and media implications are.
1 comment:
This is better as you are using source material other than lecture notes but try to avoid cutting and pasting. Put some of your own interpretation into it
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