Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective

By R. Fisher, Laurette Dube. 2005

249 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/a993146bcb902aa814996ad04f1296fb06048c2f

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. Joan Meyers-Levy
2. B. Loken

In Literature and Literary Theory

1. Joan Meyers-Levy
2. B. Loken
3. Nidhi Agrawal

In Marketing

1. Nidhi Agrawal
2. Dahee Han
3. Durairaj Maheswaran
4. Joan Meyers-Levy
5. B. Loken
6. Adam Duhachek
7. Katja Gelbrich
8. Carlos J. Torelli

Citations in the corpus

• The psychology of appraisal: : Specific emotions and decision-making (2015, background): “In a series of experiments, Fisher and Dubé (2005) presented same-gender and mixed-gender pairs of participants with advertisements that invoked a positively valenced emotion with high agency (e.g., enthusiastic, excited) or low agency (e.g., calm, relaxed).”
• Revisiting gender differences: What we know and what lies ahead☆ (2015, background): “Fisher and Dubé (2005) found that the genders react differently to ads that relay alternative types of emotions.”