Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective

9 Pages Posted: 26 Aug 2014

See all articles by Robert Fisher

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law

Laurette Dube

McGill University - Desautels Faculty of Management

Date Written: June 5, 2013

Abstract

Two studies examine gender differences in responses to advertising with emotional content that varies on agency -- a fundamental component of the male, but not female, stereotype. As hypothesized, males reported a less pleasant viewing experience and a less favorable attitude toward the advertisement (A_ad) when a low-agency emotion (i.e., stereotype-incongruent) ad was viewed with another male, while their responses were not affected by the presence of another person when they were exposed to a high-agency emotion (i.e., stereotype-congruent) ad. Males' and females' private responses were not significantly different, and females' responses were invariant across social contexts and type of ad.

Suggested Citation

Fisher, Robert and Dube, Laurette, Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective (June 5, 2013). Journal of Consumer Research, Vol. 31, No. 4, 2005; University of Alberta School of Business Research Paper No. 2013-374. Available at SSRN: https://ssrn.com/abstract=2274907

Robert Fisher (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Laurette Dube

McGill University - Desautels Faculty of Management ( email )

1001 Sherbrooke St. West
Montreal, Quebec H3A1G5 H3A 2M1
Canada
514-398-4026 (Phone)
514-398-3876 (Fax)

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