Putrevu Sanjay
Marketing Department, Bryant College, Smithfield, RI 02917-1284, USA.
Psychol Rep. 2004 Jun;94(3 Pt 1):814-8. doi: 10.2466/pr0.94.3.814-818.
The success of using biological sex to divide or segment markets requires a thorough understanding of how men and women process and respond to advertisements and other persuasive communications. Toward this end, this research (N=64; 32 men and 32 women) studied how college-age men and women respond to printed advertisements. There were no differences between the sexes in recall and recognition of claims in advertisements, but men and women generated different types of message relevant thoughts-women generated more category thoughts and men generated more attribute thoughts, suggesting that, while women and men might not differ in the depth of processing, they might use different processing styles.
利用生理性别来划分或细分市场的成功，需要全面了解男性和女性如何处理并回应广告及其他说服性信息。为此，本研究（样本量N = 64，男性32名，女性32名）探讨了大学年龄段的男性和女性对平面广告的反应。在对广告中宣传内容的回忆和识别方面，两性之间没有差异，但男性和女性产生了不同类型的与信息相关的想法——女性产生了更多的类别想法，而男性产生了更多的属性想法，这表明，虽然男性和女性在处理深度上可能没有差异，但他们可能使用不同的处理方式。
