The Gender Gap: Brain-Processing Differences Between the Sexes Shape Attitudes About Online Advertising

Kendall Goodrich

Wright State University

Management slant

  • In this study, males showed greater attention toward graphical stimuli, such as banner advertisements.
  • Males had wider swings in attitude based on attention to an advertisement.
  • Females indicated more favorable attitudes to advertisements on the right of the page and males exhibited more favorable attitudes to advertisements on the left of the page.
  • Advertisers should consider targeting more graphics-oriented advertisements toward males to optimize attention.
  • Advertisers should place advertisements on the right of the page for females, and on left of the page for males, to optimize attitudes.