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Message Order Effects and Gender Differences in Advertising Persuasion


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    This article demonstrates how presentation order, gender, and value relevance can influence advertising processing under different viewing situations. One study found that message order and gender influenced message persuasion: under situational low involvement, females (males) exhibited primacy (recency) effects when viewing two advertisements differing in values (help-self versus help-others) for a charity. In a second study, with higher situational involvement, all respondents appeared to process advertising messages systematically and considered the value content within the message in their evaluations. Thought-listing data revealed that females continued to exhibit primacy effects regardless of message appeal, but the recency effects with males disappeared when the advertisement (help-self) matched their values. Relevance for advertising effectiveness and media planning is discussed.

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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 43 (2003)
    Issue (Month): 03 (September)
    Pages: 330-341

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    Handle: RePEc:cup:jadres:v:43:y:2003:i:03:p:330-341_03

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    Cited by:
    1. McKay-Nesbitt, Jane & Bhatnagar, Namita & Smith, Malcolm C., 2013. "Regulatory fit effects of gender and marketing message content," Journal of Business Research, Elsevier, Elsevier, vol. 66(11), pages 2245-2251.
    2. Loginova, Oksana, 2009. "Exposure order effects and advertising competition," Journal of Economic Behavior & Organization, Elsevier, Elsevier, vol. 71(2), pages 528-538, August.


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