The influence of gender on the effectiveness of probability markers in advertising (CROSBI ID 256472)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Bušljeta Banks, Ivana ; Dens, Nathalie ; De Pelsmacker, Patrick
engleski
The influence of gender on the effectiveness of probability markers in advertising
The results of two studies reveal that gender plays a moderating role on the effects that the use of probability markers (hedges – e.g., possibly, could help ; and pledges – e.g., definitely, without a doubt) in advertising copy has on consumers' attitudes towards the brand advertised and purchase intentions. Women, as comprehensive processors, are not particularly sensitive to probability markers, which function as heuristic cues. Men, on the other hand, display higher levels of sensitivity towards probability marker usage ; more precisely, their responses show preference towards the use of hedges over both pledges and no probability markers in advertising copy. Interactions with product category involvement, buying motivation (hedonic or utilitarian), and familiarity with the brand advertised are also explored.
gender, advertising, probability markers
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Podaci o izdanju
35 (4)
2015.
682-705
objavljeno
0265-0487
10.1080/02650487.2015.1075300
Povezanost rada
Ekonomija, Kognitivna znanost (prirodne, tehničke, biomedicina i zdravstvo, društvene i humanističke znanosti)