Men and Women Watching and Reading: Gender, Media, and Message Effects in Advertising

Veronika Papyrina, University of Western Ontario
June Cotte, University of Western Ontario
EXTENDED ABSTRACT - In marketing, gender is commonly used as a basis for market segmentation because it is one of a few variables that meet the criteria for successful strategy implementation: (1) gender is easily identifiable, (2) gender segments are accessible, and (3) gender segments are large enough to be profitable (Darley and Smith 1995). For advertisers, this practice suggests the importance of understanding how males and females respond to persuasive appeals because ad messages are one of the major ways of communicating with these consumer groups. Ads are typically targeted to one or both of these segments, and their effectiveness may depend on how males and females respond to the ads.
[ to cite ]:
Veronika Papyrina and June Cotte (2004) ,"Men and Women Watching and Reading: Gender, Media, and Message Effects in Advertising", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 509-510.