The Effects of Ad Context and Gender on the Identification of Visually Incongruent Products
AbstractEvidence from three experiments shows that due to superior visuo-spatial elaboration, females (relative to males) have a heightened ability to identify visually incongruent products that are promoted among competing products. Females discriminate relational information among competing advertisements and use this information to identify incongruent products that would otherwise go unidentified. Consequently, they evaluate the products more favorably. Consistent with predictions of a limited capacity in working memory, we find this performance for females coincides with a reduction in ad claim recognition. Close inspection reveals the trade-off between product identification and ad recognition is the result of involuntary resource allocation from verbal processing to visuo-spatial processing. Hence, females may be able to use the advertising context to identify an extremely incongruent product, but this performance is not without a cost. Our results have important implications for research on product incongruity, gender, and advertising context.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 38 (2011)
Issue (Month): 2 ()
Pages: 358 - 375
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Michael Wood & Theodore Noseworthy & Scott Colwell, 2013. "If You Can’t See the Forest for the Trees, You Might Just Cut Down the Forest: The Perils of Forced Choice on “Seemingly” Unethical Decision-Making," Journal of Business Ethics, Springer, vol. 118(3), pages 515-527, December.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.