Gender Differences in Information Processing to Advertising
对广告信息加工的性别差异

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.