Two studies examine gender differences in responses to advertising with emotional content that varies on agency -- a … and a less favorable attitude toward the advertisement (A_ad) when a low-agency emotion (i.e., stereotype-incongruent) ad … exposed to a high-agency emotion (i.e., stereotype-congruent) ad. Males' and females' private responses were not significantly …

The article contributes to current understanding of language effects in advertising by uncovering a previously ignored …