Publication
Title
The influence of gender on the effectiveness of probability markers in advertising
Author
Abstract
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.
Language
English
Source (journal)
International journal of advertising. - London
Publication
London : 2016
ISSN
0265-0487
1759-3948 [online]
Volume/pages
35:4(2016), p. 682-705
ISI
000375624700005
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 11.03.2016
Last edited 10.11.2017
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