This paper investigates whether gender identity, or the extent to which an individual identifies with socially constructed sex roles, moderates the influence of sex on typically male and female ad preferences. We distinguish primary from secondary ad stimuli. Universally, men prefer young women...

In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used...