%0 Journal Article
%T Gender Differences in Information Processing to Advertising<br>对广告信息加工的性别差异
%A Lin Shu
%A <br>林树
%J 心理学报
%D 2005
%I 
%X A process dissociation procedure was used to examine the gender differences in the controlled and automatic processing of the brands with the spokes-ch aracter of different gender. The results showed that: (1) male consumers elicited higher automatic processing level than female as to the brands with the male spokes-character, and (2) female consumers elicited significantly higher automatic processing level than male as to the brands with the female spokes-character . And no significant differences were found in the controlled processing of the brands between male and female consumer under both conditions. These findings ar e assumed to be of some value to the advertisement designing.
%K gender difference
%K spokes-character
%K automatic processing
%K implicit memory
%K PDP<br>性别差异
%K 广告代言人
%K 自动化加工
%K 内隐记忆
%K 过程分离程序
%U http://www.alljournals.cn/get_abstract_url.aspx?pcid=C94E3F05CFD5644C9DAA97BEB9148D4784B6B22E64D84F4E&jid=1EE72F392B87F45015B3CA6D9A7AFA6F&aid=96187DC890404677&yid=2DD7160C83D0ACED&vid=42425781F0B1C26E&iid=94C357A881DFC066&sid=D02611D1F8166C9A&eid=80BBC722D530DB8D&journal_id=0439-755X&journal_name=心理学报&referenced_num=3&reference_num=10