IDEAS home Printed from https://ideas.repec.org/a/cup/jadres/v43y2003i03p330-341_03.html
   My bibliography  Save this article

Message Order Effects and Gender Differences in Advertising Persuasion

Author

Listed:
  • BRUNEL, FRÉDÉRIC F.
  • NELSON, MICHELLE R.

Abstract

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.

Suggested Citation

  • Brunel, Frã‰Dã‰Ric F. & Nelson, Michelle R., 2003. "Message Order Effects and Gender Differences in Advertising Persuasion," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 330-341, September.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:03:p:330-341_03
    as

    Download full text from publisher

    File URL: https://www.cambridge.org/core/product/identifier/S0021849903030320/type/journal_article
    File Function: link to article abstract page
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Taewon Suh & Rick T. Wilson & Seungtae On, 2023. "Gender difference in visual attention to digital content of place-based advertising: a data-driven scientific approach," Electronic Commerce Research, Springer, vol. 23(2), pages 877-897, June.
    2. Heejae Shin & Wirawan Dahana, 2017. "Asymmetric Persuasive Effects of Gain- and Loss-related Messages in Electronic Word of Mouth," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(12), pages 1-82, November.
    3. Margaret Moe, 2023. "Podvertising: Podcast Listeners’ Advertising Attitudes, Consumer Actions and Preference for Host-Read Ads," Journal of Economics and Behavioral Studies, AMH International, vol. 14(4), pages 50-66.
    4. Ashish Agarwal & Kartik Hosanagar & Michael D. Smith, 2015. "Do Organic Results Help or Hurt Sponsored Search Performance?," Information Systems Research, INFORMS, vol. 26(4), pages 695-713, December.
    5. Ouidade Sabri, 2017. "Does Viral Communication Context Increase the Harmfulness of Controversial Taboo Advertising?," Journal of Business Ethics, Springer, vol. 141(2), pages 235-247, March.
    6. Xiaomeng Du & Meng Su & Xiaoquan (Michael) Zhang & Xiaona Zheng, 2017. "Bidding for Multiple Keywords in Sponsored Search Advertising: Keyword Categories and Match Types," Information Systems Research, INFORMS, vol. 28(4), pages 711-722, December.
    7. Davis, Robert & Smith, Sandra D. & Lang, Bodo U., 2017. "A comparison of online and offline gender and goal directed shopping online," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 118-125.
    8. McKay-Nesbitt, Jane & Bhatnagar, Namita & Smith, Malcolm C., 2013. "Regulatory fit effects of gender and marketing message content," Journal of Business Research, Elsevier, vol. 66(11), pages 2245-2251.
    9. Loginova, Oksana, 2009. "Exposure order effects and advertising competition," Journal of Economic Behavior & Organization, Elsevier, vol. 71(2), pages 528-538, August.
    10. Harman, David M. & Porter, Michael C., 2021. "Your receipt is in the bag: Service and temporal effects as factors of customer engagement formation during acquisition," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    11. Tingchi Liu, Matthew & Phau, Ian & Teah, Min, 2017. "“First in first out†or “last in first out†: Presentation of information order on evaluation of utilitarian products," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 148-155.
    12. Marcin Nowakowski & Barbara Nowakowska, 2016. "Message Strategy and Information Content of Advertising in Women’s Magazines in Poland (Strategia przekazu oraz tresc informacyjna reklam w czasopismach kobiecych w Polsce )," Research Reports, University of Warsaw, Faculty of Management, vol. 1(20), pages 123-135.
    13. Passent Tantawi & Heba Sadek, 2019. "The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt case," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 293-311, December.
    14. Varsha Jain & Subhadip Roy & Adwita Pant, 2013. "Effect of colour and relative product size (RPS) on consumer attitudes," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 41-58, October.
    15. Hasford, Jonathan & Hardesty, David M. & Kidwell, Blair, 2019. "Deliberation or distraction: How the presentation format of choice information impacts complex decision making," Journal of Business Research, Elsevier, vol. 103(C), pages 195-205.
    16. Xu, Yunjie (Calvin) & Kim, Hee-Woong, 2008. "Order Effect and Vendor Inspection in Online Comparison Shopping," Journal of Retailing, Elsevier, vol. 84(4), pages 477-486.
    17. Oksana Loginova, 2008. "Exposure Order Effects and Advertising Competition," Working Papers 0806, Department of Economics, University of Missouri.
    18. Ouidade Sabri, 2018. "The Detrimental Effect of Cause-Related Marketing Parodies," Journal of Business Ethics, Springer, vol. 151(2), pages 517-537, August.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:43:y:2003:i:03:p:330-341_03. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Kirk Stebbing (email available below). General contact details of provider: https://www.cambridge.org/jar .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.