The Effects of Ad Context and Gender on the Identification of Visually Incongruent Products

Evidence from three experiments shows that due to superior visuo-spatial elaboration, females (relative to males) have a heightened ability to identify visually incongruent products that are promoted among competing products. Females discriminate relational information among competing advertisements...

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Bibliographic Details
Published in:The Journal of consumer research 2011-08, Vol.38 (2), p.358-375
Main Authors: Noseworthy, Theodore J., Cotte, June, Lee, Seung Hwan (Mark)
Format: Article
Language:English
Subjects:
Advertisements
Advertising research
Brands
Consonants
Digital cameras
Females
Gender differences
Geschlecht
Kognition
Konsumentenverhalten
Literature
Markenartikel
Memory interference
Men
Product design
Soft drinks
Studies
Visual processing
Working memory
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