An Exploratory Meta-Analysis of Gender Differences in the Evaluation of Advertisements

Abstract

Although some studies have shown gender differences in the evaluation of messages in advertisements, these differences have not been strongly supported by empirical evidence. Using a meta-analytic technique, this study analyzes the effect sizes of the existing studies on this topic to determine which factors vary the results of the studies. The results of the exploratory analysis for brand attitudes toward advertisements support both the vividness theory and the sex-role and social dominance theories. However, for purchase intentions, the results do not support both theories. Women show more purchase intentions than men in the evaluation of advertisements, regardless of the message type.