COMMUNICATING WITH THE SEXES: Male and Female Responses to Print Advertisements
研究男性和女性对不同类型平面广告的反应差异，发现女性偏好语言性、和谐、复杂和品类导向的广告，而男性偏好比较性、简单和属性导向的广告，并揭示了两性不同的信息处理风格。
This research studies how men and women respond to different types of print advertisements. The results show that women have superior affect (A<SUB>ad</SUB> and A<SUB>b</SUB>) and purchase intent toward advertisements that are verbal, harmonious, complex, and category-oriented, whereas men have superior affect (A<SUB>ad</SUB> and A<SUB>b</SUB>) and purchase intent toward advertisements that are comparative, simple, and attribute-oriented. In two studies, and across a variety of advertisements, men and women listed an equivalent number of total thoughts. In all instances, however, women listed more category-oriented thoughts and men listed more attribute-oriented thoughts. This pattern of results suggests that women use a relational processing style, whereas men use an item-specific processing style.