Abstract
The use of gender as a marketing strategy for market segmentation requires consideration of gender differences in information processing. This would increase the effect of advertising campaigns by adapting them to the dynamically changing market. he presented empirical study was conducted after 300 men and women aged 18 to 25 years, users of functional mobile products. The aim of the study is to determine the extent to which gender determines positive and negative advertising responses, identifying subjective judgments. The results of the research are empirical confirmation of some basic hypotheses of the Selective model of information processing in advertising messages: objectivity in the processing of information by men and subjectivity in the processing of information by women; selectivity in the perception of the attributes of the product by men and integrity - by women and a stronger willingness to use new products by women than by men. The present study offers an empirical hypothesis that women form positive responses to a larger number of signals in advertising, while men form negative responses to a larger number of signals in advertising messages. Satisfaction is proving to be a very important factor in advertising responses for both sexes, as it is a stronger factor for women, and men’s frustration with a mobile product is stronger than for women.
Highlights
Due to the pressure on gender neutrality, in recent years there has been a tendency in company ads to be universal for both sexes
The results of the regression analysis show a statistically significant influence of gender on the subjective assessments of the respondents on the components of both factors: Positive and negative advertising response to the product, as in both factors the strongest influence is the impressions of product use - satisfaction (β = 0.74, p
The study found that men tend to generate statistically significantly more negative advertising responses than women when there is a lack of objectivity in advertising messages insufficient, unclear, meaningless, or incomprehensible information
Summary
Due to the pressure on gender neutrality, in recent years there has been a tendency in company ads to be universal for both sexes. Ignoring the differences in the way men and women process information often leads to the exclusion of one sex altogether, halving the achievement of targeted advertising impact [1]. By targeting ads and products to gender, companies adapt to the changing market to increase the impact of their marketing campaigns [1, 3]. There are few meta-analyzes available, showing comprehensive summary information on the importance of gender differences in advertising, which would provide new conceptualizations of marketing problems [7, 9,10]. Researchers have found evidence of some clear differences between men and women that need to be taken into account when designing marketing campaigns [7, 1]. The general thesis is that men and women have different views on advertising, and it can be assumed that men and women derive different meanings from the advertisements they see
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