Message order effects and gender differences in advertising persuasion

This article demonstrates how presentation order, gender, and value relevance can influence advertising processing under different viewing situations.

message order effects and gender differences in advertising persuasion

Frédéric F. Brunel Boston UniversityMichelle R. Nelson University of Wisconsin-Madison

 'The issue is much more fundamental than the usual myopic media one about where the ads appear: It's about recognizing women [and men]'s different approach'(Financial Times, June 29, 2001)

 Message order seems particularly useful for advertising placement and media planning decisions. Today, advertisers are able to request a position within print publications and often negotiate placement within a TV commercial 'pod.' Given increasing media clutter and the growing practice of placing...

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