The Relative Importance of Advertising Elements and the Roles of Sex (Gender) and Involvement

Even J. Lanseng, Norwegian Business School, BI, Norway
Maarten L. Majoor, Norwegian Business School, BI, Norway and University of Groningen, The Netherlands
This study examines men and women’s reactions to models, number of product arguments, and claim type in advertising. It is found that men process models as cues, hence prefer female models, whereas women process models as product arguments, hence prefer female or couple models. Sex differences are moderated by involvement.
[ to cite ]:
Even J. Lanseng and Maarten L. Majoor (2012) ,"The Relative Importance of Advertising Elements and the Roles of Sex (Gender) and Involvement ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1138-1138.