Gender Differences in Responses to Written Touch References in Hospitality Print Advertisements [Summary]
| dc.contributor.author | Honerkamp, Vincent | en |
| dc.date.accessioned | 2020-03-22T03:50:09Z | en |
| dc.date.available | 2020-03-22T03:50:09Z | en |
| dc.date.issued | 2020-03-17 | en |
| dc.description.abstract | An emerging body of research indicates that males and females often respond differently to advertising stimuli. Therefore, this research used a between-subjects experimental design in study 1 to illustrate that a written touch reference in a destination ad (e.g., Visit the Newstead Cove Resort and feel the soothing Caribbean sand and water as you walk on our pristine award- winning beach) positively influences females' affective responses to the advertisement and image of the destination, without having a significant impact on male sentiment. Next, study 2 used two photo-elicitation sessions, one conducted with females and the other with males, to probe deeper into these findings. The managerial and research implications of both studies are discussed. | en |
| dc.identifier.uri | http://hdl.handle.net/10919/97428 | en |
| dc.language.iso | en | en |
| dc.publisher | Virginia Tech | en |
| dc.rights | Creative Commons Attribution 4.0 International | en |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | en |
| dc.title | Gender Differences in Responses to Written Touch References in Hospitality Print Advertisements [Summary] | en |
| dc.type | Summary | en |
Files
Original bundle
1 - 1 of 1
Loading...
- Name:
- Gender Differences in Responses to Written Touch References in Hospitality Print Advertisements..pdf
- Size:
- 186.29 KB
- Format:
- Adobe Portable Document Format
License bundle
1 - 1 of 1
- Name:
- license.txt
- Size:
- 1.5 KB
- Format:
- Item-specific license agreed upon to submission
- Description: