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 …

A process dissociation procedure was used to examine the gender differences in the controlled and automatic processing … of the brands with the spokes-character of different gender. The results showed that: (1) male consumers elicited …

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 …

stimuli usually done by advertising. There is a marked difference in the influence of males and females in decision making for … customers. The purpose of this study is to investigate whether gender influences the responses to fear appeal advertisements …

advertising effectiveness.This study would investigate the gender differences in cognitive, affective and conative process …). Effects of targeted advertising on SNS are required to be considered along with the delivered ad content to measure SNS … associated with SNS advertising consumption behaviour. The platform chosen for the experiment is Facebook as Digital In 2018 has …

described hand movements as a signal of gender identity and have significant implications for advertising … across different product and advertising contexts. Our findings provide novel evidence on the effect of observed and …

terms of sex, race and class. Essential reading for all those interested in issues of consumption, citizenship and gender …