Mixed Messages: How Men And Women Differ In Their Responses To Marketing Messages

Marketers continue to seek the answers: which advertisements resonate with men, and which with women? In most cases, a single page of advertising with a bold headline, few lines of text and a simple image generally appeals to male audiences, while an ad with multiple images and lots of imagination-provoking detail and text is effective with female consumers. According to Chicago associate marketing professor Joan Meyers-Levy, this is no accident. In several groundbreaking articles, Meyers-Levy reports the findings of her own empirical investigations and explores evidence from decades of gender research. She contends that there are fundamental differences in how males and females process information.

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