Honerkamp, Vincent2020-03-222020-03-222020-03-17http://hdl.handle.net/10919/97428An 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.enCreative Commons Attribution 4.0 InternationalSummary