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.