Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective
通过两项实验，研究了男性和女性在观看不同能动性（agency）的情感广告时的反应差异，发现男性在与其他男性一起观看低能动性（与男性刻板印象不一致）广告时，体验和态度更差，而女性反应不受社会情境和广告类型影响。
Two studies examine gender differences in responses to advertising with emotional content that varies on agency—a fundamental component of the male, but not female, stereotype. As hypothesized, males reported a less pleasant viewing experience and a less favorable attitude toward the advertisement (Aad) when a low-agency emotion (i.e., stereotype-incongruent) ad was viewed with another male, while their responses were not affected by the presence of another person when they were exposed to a high-agency emotion (i.e., stereotype-congruent) ad. Males' and females' private responses were not significantly different, and females' responses were invariant across social contexts and type of ad.