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The influence of gender on mood effects in advertising

โœ Scribed by Brett A. S. Martin

Publisher
John Wiley and Sons
Year
2003
Tongue
English
Weight
170 KB
Volume
20
Category
Article
ISSN
0742-6046

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โœฆ Synopsis

Abstract

The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting the most favorable combinations of mood and affective tone for males and females for attitude toward the ad. Findings also support previous research that female gender and sad moods, respectively, result in more detailed processing. Limitations and future research directions are discussed. ยฉ 2003 Wiley Periodicals, Inc.

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