COMMUNICATING WITH THE SEXES: Male and Female Responses to Print Advertisements

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How consumers' values influence responses to male and female gender role stereotyping in advertising (2018, background): “Putrevu (2004) concluded that men and women are likely to respond more favourably to messages that are in tune with their respective gender role expectations.”
The Gender Gap (2014, unknown): “One marketing study noted superior attitudes toward verbal advertisements by females and more favorable attitudes toward simple, attribute-oriented advertisements by males, attributed to unique thoughts and processing styles for each gender (Putrevu, 2004).”
The Effect and Moderation of Gender Identity Congruity: Utilizing 'Real Women' Advertising Images (2009, methodology): “Biological gender has been extensively utilized in segmentation studies (Dommeyer, 2008; Huhmann & Mott-Stenerson, 2008; Putrevu, 2008; Barone, Palan, & Miniward, 2004; Brunel & Nelson, 2003; Meyers-Levy & Sternthal, 1991), as this criterion meets several of the requirements for successful implement”
Revisiting gender differences: What we know and what lies ahead☆ (2015, background): “For example, based on speculation that males (females) engage in greater itemspecific (relational) elaboration, Putrevu (2004) found that males (females) responded more favorably to ads that were simple (complex), focused on attributes (the product category), and included relatively antagonistic…”