The influence of gender on mood effects in advertising

By Brett A. S. Martin. 2003

110 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/9330d6cd2fb12af57f454e2b00ddb23b31dc5232

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Daniel J. O'Keefe
2. Dan J Kim
3. Joan Meyers-Levy
4. B. Loken
5. Yujong Hwang
6. Jos Hornikx

In Literature and Literary Theory

1. Daniel J. O'Keefe
2. Dan J Kim
3. Joan Meyers-Levy
4. B. Loken
5. Yujong Hwang
6. Jos Hornikx

In Marketing

1. Daniel J. O'Keefe
2. Dan J Kim
3. Joan Meyers-Levy
4. B. Loken
5. Yujong Hwang
6. Jos Hornikx

Citations in the corpus

• Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust (2007, background): “Affective state can be theorized as being a product of variables such as stimuli reception context and individual difference [61], and as varying over time and as having more dynamic influence on individual's behavior [84].”
• Revisiting gender differences: What we know and what lies ahead☆ (2015, background): “Women were found to use more detailed processing and did so more when they were in a sad mood (Martin, 2003).”
• Adapting Consumer Advertising Appeals to Cultural Values A Meta-Analytic Review of Effects on Persuasiveness and Ad Liking (2009, background): “A persuader might try to adapt to the audience’s demographic characteristics such as sex and age (e.g., Martin, 2003; Yoon, Lee, & Danziger, 2007), psychographic characteristics such as values, attitudes, and lifestyles (e.g., Kahle, 1996; Correspondence: e-mail: j.hornikx@let.ru.nl Novak &…”