Gender Responses to Emotional Appeals in Advertising: Comparing Self-Reports and Facial Expressions

Emotional appeals in advertising represent one of the most frequently used creative strategies. Considering that their effectiveness lies on consumers’ subjective reactions to emotions, understanding gender differences affective responses can form basis for development successful messages. Prior research has highlighted various across different emotional advertising. For instance, women appear be more receptive towards subtle advertisements appeal warmth and affection, while men are positive aggressive, violent provocative advertisements.