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 …

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 …