Gender Differences in Consumer Response to Complex Print Advertisements

ABSTRACT - This research explores the gender differences in consumer response to complex print advertisements. In a controlled experiment, the complexity of the target print advertisements was manipulated along four dimensions: visual, technical, lexical, and information complexity. The results suggest that the effectiveness of such an advertising strategy (i.e., use of complex advertisements) is indeed influenced by the gender of the respondent. Specifically, women seem to favor messages that are visually complex and informationally rich while men seem to prefer ads that are technically complex. No gender differences were observed for the lexically complex message condition.



Citation:

Sanjay Putrevu, Joni Tan, and Kenneth R. Lord (2003) ,"Gender Differences in Consumer Response to Complex Print Advertisements", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 223.

European Advances in Consumer Research Volume 6, 2003      Page 223

GENDER DIFFERENCES IN CONSUMER RESPONSE TO COMPLEX PRINT ADVERTISEMENTS

Sanjay Putrevu, Bryant College, USA

Joni Tan, University of Western Australia, Australia

Kenneth R. Lord, Mercer University, USA

ABSTRACT -

This research explores the gender differences in consumer response to complex print advertisements. In a controlled experiment, the complexity of the target print advertisements was manipulated along four dimensions: visual, technical, lexical, and information complexity. The results suggest that the effectiveness of such an advertising strategy (i.e., use of complex advertisements) is indeed influenced by the gender of the respondent. Specifically, women seem to favor messages that are visually complex and informationally rich while men seem to prefer ads that are technically complex. No gender differences were observed for the lexically complex message condition.

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Authors

Sanjay Putrevu, Bryant College, USA
Joni Tan, University of Western Australia, Australia
Kenneth R. Lord, Mercer University, USA



Volume

E - European Advances in Consumer Research Volume 6 | 2003



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