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

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

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