PT  - JOURNAL ARTICLE
AU  - Brunel, Frédéric F.
AU  - Nelson, Michelle R.
TI  - Message order effects and gender differences in advertising persuasion
AID  - 10.2501/JAR-43-3-330-342
DP  - 2003 Sep 01
TA  - Journal of Advertising Research
PG  - 330--342
VI  - 43
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/43/3/330.short
4100  - http://www.journalofadvertisingresearch.com/content/43/3/330.full
SO  - J Advert Res2003 Sep 01; 43
AB  - This article demonstrates how presentation order, gender, and value relevance can influence advertising processing under different viewing situations. One study found that message order and gender influenced message persuasion: under situational low involvement, females (males) exhibited primacy (recency) effects when viewing two advertisements differing in values (help-self versus help-others) for a charity. In a second study, with higher situational involvement, all respondents appeared to process advertising messages systematically and considered the value content within the message in their evaluations. Thought-listing data revealed that females continued to exhibit primacy effects regardless of message appeal, but the recency effects with males disappeared when the advertisement (help-self) matched their values. Relevance for advertising effectiveness and media planning is discussed.