Exploring Differences in Males' and Females' Processing Strategies

Bibliographic Data

ID2969937
AuthorsJoan Meyers‐levy, Joan Meyers-Levy, Durairaj Maheswaran
Year1991
Volume18
Issue1
Pages63
Publication date1991-06-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1086/209241
OpenAlexW2055615069
LanguageEN
Citations received61
References cited12

Existing research suggests that, relative to males, females often are more concerned with the particulars of message claims when processing advertising messages. This research examines how males process messages, when gender differences in processing are likely to occur, and whether variance in either information availability (the extent of message encoding) or information accessibility (the richness of message encoding) is likely to mediate such differences. The findings suggest that whether gender differences in processing occur depends on the nature of the response task and the level of cue incongruity contained in the message. Differences in the accessibility of message cues and in the genders' likelihood of using alternative processing strategies seem likely to account for these findings

Library science · Computer Science · Learning Styles and Cognitive Differences · Psychology · Psychology of Social Influence · Visual and Cognitive Learning Processes

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