The research investigates the advertising effectiveness on brand judgment and consumer preferences in Pakistan. Advertising is often seen as an efficient but sometimes ineffective external influence on buyer behavior in making the purchase decision. Marketers are therefore seeking ways to make...

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...