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Journal of Current Issues & Research in Advertising Volume 32, 2010 - Issue 1
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Original Articles

The Role of Gender and Message Strategy in the Perception of Advocacy Advertising

Yoon-Joo Lee Ph.D. Department of Communication, University of Southern Indiana, USA; University of Tennessee, USA
,
Eric Haley Ph.D. School of Advertising and Public Relations, University of Tennessee, USA; University of Georgia, USA
&
Elizabeth Johnson Avery Ph.D. School of Advertising and Public Relations, University of Tennessee, USA; University of Georgia, USA
Pages 47-55 | Published online: 07 May 2012
 
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Abstract

This study investigates how gender factors and message strategy play a role in the evaluation of advocacy advertising. The results of an experiment (n=245) revealed that women's behavioral intention is enhanced more through a transformational message strategy (emotionally oriented messages) than an informational message strategy. However, inverse effects emerged for men; an informational message strategy was more effective to enhance behavioral intention. This finding indicates females might process self-efficacy and behavioral intention emotionally rather than rationally. Conversely, males may process self-efficacy and behavioral intention rationally. Gender differences also emerged with respect to perceived consumer effectiveness, and message strategy significantly predicted self-efficacy. Interestingly, there were no effects of gender or message strategy in the evaluation of the advertiser.

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