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Internet advertising: A selectivity model approach to analyzing gender differences in information processing

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Date Issued:
2001
Summary:
While academic research has begun to probe Internet users' underlying beliefs, attitudes, and purchase intent toward Internet advertising, there has been no attempt to develop an underlying theory comparing male versus female users' Internet versus print advertising content information processing. A logical place to begin examining Internet advertising is in the sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for market segmentation. Through the application of the selectivity model (Meyers-Levy 1989) and interactivity model (Bezjian-Avery, Calder, and lacobucci 1998), an attempt to predict gendered reactions to Internet versus traditional advertising is undertaken. The hypotheses drawn from the literature are tested using a 2 x 2 x 2 x 2 experimental design. The dependent variables examined are cognition, affect, and conation. The independent variables are gender, claim objectivity/subjectivity, perceived product risk category, and media. Results indicated a strong preference for objective versus subjective claims. Claim and product significantly impacted cognition and affect while gender and product significantly impacted conation. Several main and interaction effects were present and several hypotheses supported.
Title: Internet advertising: A selectivity model approach to analyzing gender differences in information processing.
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Name(s): Wolin, Lori D.
Florida Atlantic University, Degree Grantor
Korgaonkar, Pradeep, Thesis Advisor
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Date Issued: 2001
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 241 p.
Language(s): English
Summary: While academic research has begun to probe Internet users' underlying beliefs, attitudes, and purchase intent toward Internet advertising, there has been no attempt to develop an underlying theory comparing male versus female users' Internet versus print advertising content information processing. A logical place to begin examining Internet advertising is in the sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for market segmentation. Through the application of the selectivity model (Meyers-Levy 1989) and interactivity model (Bezjian-Avery, Calder, and lacobucci 1998), an attempt to predict gendered reactions to Internet versus traditional advertising is undertaken. The hypotheses drawn from the literature are tested using a 2 x 2 x 2 x 2 experimental design. The dependent variables examined are cognition, affect, and conation. The independent variables are gender, claim objectivity/subjectivity, perceived product risk category, and media. Results indicated a strong preference for objective versus subjective claims. Claim and product significantly impacted cognition and affect while gender and product significantly impacted conation. Several main and interaction effects were present and several hypotheses supported.
Identifier: 9780493244198 (isbn), 11959 (digitool), FADT11959 (IID), fau:8877 (fedora)
Note(s): College of Business
Thesis (Ph.D.)--Florida Atlantic University, 2001.
Subject(s): Internet Advertising
Human Information Processing--Sex Differences
Held by: Florida Atlantic University Libraries
Persistent Link to This Record: http://purl.flvc.org/fcla/dt/11959
Sublocation: Digital Library
Use and Reproduction: Copyright © is held by the author with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.