학술논문
Gender Differences in the Use of Message Cues and Judgments.
Document Type
Article
Author
Source
Subject
*Manufactured products
*Marketing research
*Gender role in advertising
*Product management
*Demographic research
*Marketing science
Gender differences (Sociology)
Psychological judgment -- Social aspects
Gender differences (Psychology)
Decision making & psychology
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Language
ISSN
0022-2437
Abstract
Data from two experiments suggest that the genders differ in how they make judgments. In comparison with men, women appeared to have a lower threshold for elaborating on message cues and thus made greater use of such cues in judging products. These differences were eliminated both when the message cues prompted so little attention that they were below men's and women's thresholds for message elaboration and when they prompted so much attention that both genders' thresholds were exceeded. The origins and implications of these differences are discussed. [ABSTRACT FROM AUTHOR]