This paper investigates whether gender identity, or the extent to which an individual identifies with socially …). Results of our first study partly support this duality. However, gender identity did moderate women's preference of primary …

The aim of this paper is to specify the links between expectations of advertising and perception of advertising … according to the gender differences. The fact that individuals create their subjective cognitive image of these advertisement …, indicated significant correlations between the selected attributes of expectations of advertising and the factors of subjective …

presence of sexual humor does not drive gender-based differences in advertising response; rather, it appears to be the fit of …In this paper, two studies demonstrate that the efficacy of sexual humor in advertising is more complicated than the … significant differences in sexual humor evaluation (how funny is this?) but that advertising utilizing sexual humor is more likely …

of the perception of advertising images - an eye-tracking study measured how the general attitudes towards gender roles … overcome gender stereotypes in advertising, to avoid advertising errors associated with unjustified sexualisation and … eroticisation of visual advertising images and models. It also suggests directions for future research on various aspects of gender …

Two studies examine gender differences in responses to advertising with emotional content that varies on agency -- a …

This is an exploratory study about rational and emotional appeals, and the use of gender-role stereotypes, in … type of appeal – rational/emotional, the type of product or service, and the nature of gender use. Relative use of rational …/emotional appeal is linked to the nature of industry, and key propositions are derived about prevailing gender stereotypes, relative …