Title
The influence of gender on the effectiveness of probability markers in advertising The influence of gender on the effectiveness of probability markers in advertising
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
London ,
Subject
Economics
Mass communications
Source (journal)
International journal of advertising. - London
Volume/pages
35(2016) :4 , p. 682-705
ISSN
0265-0487
ISI
000375624700005
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/b72f96/131688.pdf
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