Gender and personality drivers of consumer mixed emotional response to advertising

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dc.contributor.authorOrth, U.
dc.contributor.authorMalkewitz, K.
dc.contributor.authorBee, C.
dc.date.issued2010
dc.description.abstractThis research sheds insight on how consumer gender and personality produce diferent levels of mixed emotions in response to advertising resulting in divergent brand attitudes. Using a more complete measure of emotional response than previously used in advertising research, we manipulate the perceived incongruity between advertisement role portrayals and viewers'selfconcept and show that women exhibit higher levels of mixed emotions than do men, but they respond with more favorable attitudes toward the advertised brand. Further, individuals who are more neurotic, introvert, or antagonistic experience higher levels of mixed emotions, and respond with less favorable attitudes when experiencing ad-evoked mixed emotions. Implications focus on advancing mixed emotions, gender, and personality research, and on the use of sex role portrayals in advertising.
dc.description.statementofresponsibilityUlrich R. Orth, Keven Malkewitz, and Colleen Bee
dc.identifier.citationJournal of Current Issues and Research in Advertising, 2010; 32(1):69-80
dc.identifier.doi10.1080/10641734.2010.10505276
dc.identifier.issn1064-1734
dc.identifier.issn2164-7313
dc.identifier.urihttp://hdl.handle.net/2440/84602
dc.language.isoen
dc.publisherRoutledge, Taylor & Francis Group
dc.rightsCopyright status unknown
dc.source.urihttps://doi.org/10.1080/10641734.2010.10505276
dc.titleGender and personality drivers of consumer mixed emotional response to advertising
dc.typeJournal article
pubs.publication-statusPublished

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