Experimental Studies On Gender Differences In Information Processing To Advertisement

This dissertation is substantially composed of three parts. First comes with the review to the research and the relevant theories on the gender differences, and the significance of which to Ads is also introduced. In the following part, PDP( Process Dissociation Procedure), which is the instrument of this research, is put forward and its manipulation in Ads research is also introduced. Study in the third part consists of there experiments, which explore the gender differences on the controlled processing and automatic processing (PU) to the brands going with the male spokesman or female spokesman or both in Ads.In the third section, the results of experiment 1 suggest that no gender difference on PC and PU are found without spokesman. Experiment 2 suggest that male's automatic processing to the brand is better than female significantly and with only male spokesman, and also better compared with the condition without spokesman. Meanwhile, female's automatic processing to the brand is better than male significantly with only female spokesman. However, no gender differences are found in controlled processing to the brand no matter the spokesman is male or female. It is found in the experiment 3 that gender differences don't appear in both controlled and automatic processing to the brand with male and female spokesman simultaneously. Nevertheless, no facility effect is found in both male and female to the brand with male and female spokesman simultaneously compared with the condition without no spokesman. Scheme theory is used to interpret most results successfully and logically. In the end of this dissertation, the meaning in the theory and the guidance to Ads are proposed, and so is the advice to future research.