IDEAS home Printed from https://ideas.repec.org/a/bco/mbraaa/v5y2018p92-99.html
   My bibliography  Save this article

Perception of Advertising and Expectations of Advertising in terms of Gender Differences

Author

Listed:
  • Zuzana Birknerová

    (Department of Managerial Psychology, Faculty of Management, University of Prešov in Prešov, Slovakia)

  • Miroslav Frankovský

    (Department of Managerial Psychology, Faculty of Management, University of Prešov in Prešov, Slovakia)

  • Lucia Zbihlejová

    (Department of Managerial Psychology, Faculty of Management, University of Prešov in Prešov, Slovakia)

  • Valéria Parová

    (Department of Managerial Psychology, Faculty of Management, University of Prešov in Prešov, Slovakia)

Abstract

The aim of this paper is to specify the links between expectations of advertising and perception of advertising according to the gender differences. The fact that individuals create their subjective cognitive image of these advertisement attributes serves as a basis for the conceptualization of this paper. The data were collected from two research samples, 99 respondents (58 women and 41 men) and 206 respondents (113 women and 93 men). The analyses, conducted in two research stages, indicated significant correlations between the selected attributes of expectations of advertising and the factors of subjective perception of advertising. The results also revealed an existence of significant differences in perception of advertising and expectations of advertising between men and women. Women paid more attention to the music and visuals of the advertisement and appreciate the humorous aspects in advertising. They also had greater expectations of advertising – they expect it to be memorable, informative, intelligent, genuine and visually stunning.

Suggested Citation

Handle: RePEc:bco:mbraaa::v:5:y:2018:p:92-99
DOI: 10.33844/mbr.2018.60294
as

Download full text from publisher

File URL: https://api.eurokd.com/Uploads/Article/847/mbr.2018.60294.pdf
Download Restriction: no

File URL: https://libkey.io/10.33844/mbr.2018.60294?utm_source=ideas
LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
---><---

More about this item

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bco:mbraaa::v:5:y:2018:p:92-99. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sara Gunen (email available below). General contact details of provider: .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.