Internet advertising: A selectivity model approach to analyzing gender differences in information processing.

While academic research has begun to probe Internet users' underlying beliefs, attitudes, and purchase intent toward Internet advertising, there has been no attempt to develop an underlying theory comparing male versus female users' Internet versus print advertising content information processing. A logical place to begin examining Internet advertising is in the sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for market segmentation. Through the application of the selectivity model (Meyers-Levy 1989) and interactivity model (Bezjian-Avery, Calder, and lacobucci 1998), an attempt to predict gendered reactions to Internet versus traditional advertising is undertaken. The hypotheses drawn from the literature are tested using a 2 x 2 x 2 x 2 experimental design. The dependent variables examined are cognition, affect, and conation. The independent variables are gender, claim objectivity/subjectivity, perceived product risk category, and media. Results indicated a strong preference for objective versus subjective claims. Claim and product significantly impacted cognition and affect while gender and product significantly impacted conation. Several main and interaction effects were present and several hypotheses supported.