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Cited by 182Media, Gender, and AdvertisingMarketing and Advertising StrategiesConsumer Perception and Purchasing Behavior

COMMUNICATING WITH THE SEXES: Male and Female Responses to Print Advertisements

Putrevu, Sanjay·2004·Journal of Advertising
DOI 10.1080/00913367.2004.10639168
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Abstract

This research studies how men and women respond to different types of print advertisements. The results show that women have superior affect (Aad and Ab) and purchase intent toward advertisements that are verbal, harmonious, complex, and category-oriented, whereas men have superior affect (Aad and Ab) and purchase intent toward advertisements that are comparative, simple, and attribute-oriented. In two studies, and across a variety of advertisements, men and women listed an equivalent number of total thoughts. In all instances, however, women listed more category-oriented thoughts and men listed more attribute-oriented thoughts. This pattern of results suggests that women use a relational processing style, whereas men use an item-specific processing style.

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Crossref · 10.1080/00913367.2004.10639168

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  • Females are comprehensive processors who use relational processing, assimilating all available cues and elaborating interrelationships.

    “Empirical evidence reveals that females, on the contrary, are comprehensive processors who use relational processing (Meyers-Levy, 1988; Meyers-Levy and Maheswaran, 1991; Putrevu, 2004).”

    From Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference (2021) · cites this paper as Putrevu, 2004

  • Males tend to be selective processors who perform item-specific processing when rendering judgment, focusing on a single readily available and highly salient cue.

    “This stream of research demonstrates that males tend to be selective processors who perform item-specific processing when rendering judgment (Meyers-Levy, 1988; Meyers-Levy and Maheswaran, 1991; Putrevu, 2004).”

    From Reward Design for Customer Referral Programs: Reward–Product Congruence Effect and Gender Difference (2021) · cites this paper as Putrevu, 2004

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Authors
Putrevu, S.
Affiliations
Bryant University (US)
Corresponding author
Putrevu, Sanjay
Venue
Journal of Advertising
Publisher
Informa UK Limited
Published
2004-10
Volume
33
Issue
3
Pages
51-62
ISSN
  • 0091-3367 (ISSN-L)
  • 1557-7805
DOI
10.1080/00913367.2004.10639168
OpenAlex
W2315157751
Cited by
182
References
45
Citations by year
2026: 4 · 2025: 5 · 2024: 9 · 2023: 10 · 2022: 6 · 2021: 11 · 2020: 54 · 2019: 9 · 2018: 4 · 2017: 10 · 2016: 5 · 2015: 7 · 2014: 12 · 2013: 8 · 2012: 8
FWCI
7.93
Type
journal article
Language
en
Open access
closed
Locations
Journal of Advertising (publishedVersion)
Topics
  • Social Sciences › Gender Studies › Media, Gender, and Advertising
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
Keywords
print advertising, gender differences, emotional responses, purchase intention, relational processing, item-specific processing

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