What If the Energizer Bunny Were Female? Importance of Gender in Perceptions of Advertising Spokes-Character Effectiveness

What If the Energizer Bunny Were Female? Importance of Gender in Perceptions of Advertising... An experiment was designed to determine whether and in what way gender makes a difference in the ratings of advertising spokes-characters. It was hypothesized and results confirmed that gender and product type affect the likability of spokes-characters and perceptions of target audience. A male spokes-character is perceived as more appropriate for a male-oriented product; however, a female spokes-character and a male product created the impression that the product was not quite so male oriented. It was also hypothesized that the spokes-character with the most positive ratings would be the most memorable. Results did not bear this out. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

What If the Energizer Bunny Were Female? Importance of Gender in Perceptions of Advertising Spokes-Character Effectiveness

Sex Roles , Volume 45 (12) – Oct 3, 2004

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Publisher
Kluwer Academic Publishers-Plenum Publishers
Copyright
Copyright © 2001 by Plenum Publishing Corporation
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1023/A:1015696504841
Publisher site
See Article on Publisher Site

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