The influence of gender on mood effects in advertising
Article first published online: 20 MAR 2003
Copyright © 2003 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Beyond Core Service
Volume 20, Issue 3, pages 249–273, March 2003
How to Cite
Martin, B. A. S. (2003), The influence of gender on mood effects in advertising. Psychol. Mark., 20: 249–273. doi: 10.1002/mar.10070
- Issue published online: 20 MAR 2003
- Article first published online: 20 MAR 2003
The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting the most favorable combinations of mood and affective tone for males and females for attitude toward the ad. Findings also support previous research that female gender and sad moods, respectively, result in more detailed processing. Limitations and future research directions are discussed. © 2003 Wiley Periodicals, Inc.