Article2003

The influence of gender on mood effects in advertising

97 citations0/0 files storedPsychology and Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Media, Gender, and Advertising Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

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. © 2003 Wiley Periodicals, Inc.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 97 citations exist upstream.

References

1985Measuring the Involvement Construct 1982The need for cognition.1991Measurement and Control of Response Bias 1995Mood and judgment: The affect infusion model (AIM).1999The Role of Emotions in Marketing 1998All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects 2001Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration 1988The Role of Involvement in Attention and Comprehension Processes

Cited by

2011Dual-route communication of destination websites 2006The moderating role of familiarity in rural tourism in Spain 2007The effect of an advertisement’s colour on emotions evoked by attitude towards the ad 2009Adapting Consumer Advertising Appeals to Cultural Values A Meta-Analytic Review of Effects on Persuasiveness and Ad Liking 2015Gender identity and brand incongruence: when in doubt, pursue masculinity 2016The Effects of Positive and Negative Mood on Cognition and Motivation in Multimedia Learning Environment.

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.