Naslov
The influence of gender on the effectiveness of probability markers in advertising

Autori
Bušljeta Banks, Ivana ; Dens, Nathalie ; De Pelsmacker, Patrick

Izvornik
International Journal of Advertising (0265-0487) 35 (2015), 4; 682-705

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
gender, advertising, probability markers

Sažetak
The results of two studies reveal that gender plays a moderating role on the effects that the use of probability markers (hedges – e.g., possibly, could help ; and pledges – e.g., definitely, without a doubt) in advertising copy has on consumers' attitudes towards the brand advertised and purchase intentions. Women, as comprehensive processors, are not particularly sensitive to probability markers, which function as heuristic cues. Men, on the other hand, display higher levels of sensitivity towards probability marker usage ; more precisely, their responses show preference towards the use of hedges over both pledges and no probability markers in advertising copy. Interactions with product category involvement, buying motivation (hedonic or utilitarian), and familiarity with the brand advertised are also explored.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Kognitivna znanost (prirodne, tehničke, biomedicina i zdravstvo, društvene i humanističke znanosti)

POVEZANOST RADA