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Sex differences in processing printed advertisements.

Sanjay Putrevu1

  • 1Marketing Department, Bryant College, Smithfield, RI 02917-1284, USA. sputrevu@bryant.edu

Psychological Reports
|June 26, 2004
PubMed
Summary
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Men and women recall ad claims equally, but process information differently. Women focus on broader categories, while men concentrate on specific attributes, indicating varied advertising response styles.

Area of Science:

  • Consumer Psychology
  • Marketing Research
  • Cognitive Science

Background:

  • Effective market segmentation relies on understanding gender-based responses to persuasive communications.
  • Previous research indicates potential differences in how men and women process advertising information.

Purpose of the Study:

  • To investigate how college-age men and women respond to printed advertisements.
  • To identify differences in information processing styles between sexes regarding advertising content.

Main Methods:

  • A study involving 64 college students (32 men, 32 women).
  • Participants were exposed to printed advertisements.
  • Analysis focused on recall, recognition, and types of message-relevant thoughts generated.

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Main Results:

  • No significant differences were found in the recall or recognition of advertisement claims between men and women.
  • Women generated more category-relevant thoughts.
  • Men generated more attribute-relevant thoughts.

Conclusions:

  • While men and women may not differ in the depth of advertising information processing, they appear to utilize distinct processing styles.
  • These findings suggest that advertising strategies may need to account for these gender-specific cognitive approaches for enhanced market segmentation.