TY - JOUR T1 - Message order effects and gender differences in advertising persuasion JF - Journal of Advertising Research JO - J Advert Res SP - 330 LP - 342 DO - 10.2501/JAR-43-3-330-342 VL - 43 IS - 3 AU - Frédéric F. Brunel AU - Michelle R. Nelson Y1 - 2003/09/01 UR - http://www.journalofadvertisingresearch.com/content/43/3/330.abstract N2 - 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. ER -