Message order effects and gender differences in advertising persuasion

Frédéric F. Brunel, Michelle R. Nelson

Research output: Contribution to journalArticlepeer-review


This article demonstrates how presentation order, gender, and value relevance can influence advertising processing under different viewing situations. One study found that message order and gender influenced message persuasion: under situational low involvement, females (males) exhibited primacy (recency) effects when viewing two advertisements differing in values (help-self versus help-others) for a charity. In a second study, with higher situational involvement, all respondents appeared to process advertising messages systematically and considered the value content within the message in their evaluations. Thought-listing data revealed that females continued to exhibit primacy effects regardless of message appeal, but the recency effects with males disappeared when the advertisement (help-self) matched their values. Relevance for advertising effectiveness and media planning is discussed.

Original languageEnglish (US)
Pages (from-to)330-340
Number of pages11
JournalJournal of Advertising Research
Issue number3
StatePublished - 2003
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Marketing


Dive into the research topics of 'Message order effects and gender differences in advertising persuasion'. Together they form a unique fingerprint.

Cite this