Two studies examine gender differences in responses to advertising with emotional content that varies on agency -- a fundamental component of the male, but not female, stereotype. As hypothesized, males reported a less pleasant viewing experience and a less favorable attitude toward the...

Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial tests conducted by a multinational FMCG company in 23 countries, we consider two routes of persuasion: a functional route, which emphasizes the features and benefits of a...