The influence of gender on mood effects in advertising
Martin, Brett (2003) The influence of gender on mood effects in advertising. Psychology & Marketing, 20(3), pp. 249-273.
Abstract
The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting the most favorable combinations of mood and affective
tone for males and females for attitude toward the ad. Findings also support previous research that female gender and sad moods, respectively, result in more detailed processing. Limitations and future research directions are discussed.
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| ID Code: | 28066 |
|---|---|
| Item Type: | Journal Article |
| Keywords: | Gender, Mood, advertising, affect infusion model |
| DOI: | 10.1002/mar.10070 |
| ISSN: | 0742-6046 |
| Subjects: | Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502) Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599) Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506) |
| Divisions: | Current > QUT Faculties and Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Deposited On: | 21 Oct 2009 09:15 |
| Last Modified: | 05 Jan 2011 23:54 |
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