Gender and personality drivers of consumer mixed emotional response to advertising

Journal of Current Issues and Research in Advertising

Volumn 32, Issue 1, 2010, Pages 69-80

  Orth, Ulrich R ^a   Malkewitz, Keven ^b   Bee, Colleen ^b  

^a UNIVERSITY OF KIEL   (Germany)

^b OREGON STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84859034811     PISSN: 10641734     EISSN: 21647313     Source Type: Journal    
DOI: 10.1080/10641734.2010.10505276     Document Type: Article

References (79)

1. Aaker, Jennifer L. and Patti Williams (1998), "Empathy Versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, 25(3), 241-263.
2. Aidman, Eugen V. and L. Kollaras-Mitsinikos (2006), "Personality Dispositions in the Prediction of Posttraumatic Stress Reactions," Psychological Reports, 99(2), 569-580.
3. Alden, Dana L., Ashesh Mukherjee, and Wayne D. Hoyer (2000), "The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising," Journal of Advertising, 29(2), 1-15.
4. Andrade, Eduardo B. and Joel B. Cohen (2007), "On the Consumption of Negative Feelings," Journal of Consumer Research, 34(October), 283-300.
5. Bagozzi, Richard P., Nancy Wong, and Youjae Yi (1999), "The Role of Culture and Gender in the Relationship Between Positive and Negative Affect," Cognition and Emotion, 13(6), 641-672.
6. Basseches, Michael (1980), "Dialectical Schemata: A Framework for the Empirical Study of the Development of Dialectical Thinking," Human Development, 23(November/December), 400-421.
7. Batra, Rajeev and Morris B. Holbrook (1990), "Developing a Typology of Affective Responses to Advertising," Psychology &Marketing, 7(1), 11-25.
8. Bhat, Subodh, Thomas W. Leigh, and Daniel L. Wardlow (1998), "The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imagery in Ads," Journal of Advertising, 27(4), 9-28.
9. Brody, Leslie (1999), Gender, Emotion, and the Family, Cambridge, MA: Harvard University Press.
10. Brown, Steven and Douglas M. Stayman (1992), "Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis," Journal of Consumer Research, 19(June), 34-51.
11. Burke, Marian C. and Julie A. Edell (1989), "The Impact of Feelings on Ad-Based Affect and Cognition," Journal of Marketing Research, 26(1), 69-83.
12. Chang, Chingching (2005), "Ad-Self Congruency Effects: Self-Enhancing Cognitive and Affective Mechanisms," Psychology and Marketing, 22(11), 887-910.
13. Christy, Timothy P. (2006), "Females' Perceptions of Offensive Advertising: The Importance of Values, Expectations, and Control," Journal of Current Issues and Research in Advertising, 28(2), 15-32.
14. Costa, Paul T. and Robert R. McCrae (1992), Revised NEO Personality Inventory and NEO Five-Factor Inventory Professional Manual, Odessa, FL: Psychological Assessment Resources.
15. Côté, Stéphane and Debbie S. Moskowitz (1998), "On the Dynamic Covariation Between Interpersonal Behavior and Affect: Prediction From Neuroticism, Extraversión, and Agreeableness," Journal of Personality &Social Psychology, 75(4), 1032-1046.
16. Cross, Susan E. and Laura Madson (1997), "Models of the Self: Self-Construals and Gender," Psychological Bulletin, 122 (1), 5-37.
17. Davidson, Richard J. (1992), "Emotion and Affective Style: Hemispheric Substrates," Psychological Science, 3(January), 39-43.
18. d'Astous, Alain and Lilia Boujbel (2007), "Positioning Countries on Personality Dimensions: Scale Development and Implications for Country Marketing," Journal of Business Research, 60(3), 231-239.
19. Dahlén, Micael, Fredrik Lange, Henrik Sjôdin, and Fredrik Torn (2005), "Effects of Ad-Brand Incongruity," Journal of Current Issues and Research in Advertising, 27(2), 1-12.
20. DeNeve, Kristina M. and Harris Cooper (1998), "The Happy Personality: A Meta-analysis of 137 Personality Traits and Subjective Well-being," Psychological Bulletin, 124,197-227.
21. Diener, Ed and Martin E. P. Seligman (2001), "Very Happy People,” Psychological Science, 13(1), 81-84.
22. Drolet, Aimee and Loraine Lau-Gesk (2003), "Mixed Emotional Experiences: Reactions to Affective Reality," Advances in Consumer Research, 30(1), 289.
23. Eysenck, Hans J., Sybil B. G. Eysenck, and Paul Barrett (1995), "Personality Differences According to Gender," Psychological Reports, 76(3), 711-716.
24. nd ed.), New York: McGraw-Hill.
25. Ford, John B. and Michael S. LaTour (1993), "Differing Reactions to Female Role Portrayals in Advertising," Journal of Advertising Research, 33(September/October), 43-52.
26. Funder, David C. (2001), "Personality," Annual Review of Psychology, 52,197-221.
27. Fumham, Adrian (2008), "Relationship among Four Big Five Measures of Different Length," Psychological Reports, 102(1), 312-316.
28. Garbarino, Ellen C. and Julie A. Edell (1997), "Cognitive Effort, Affect, and Choice," Journal of Consumer Research, 24(September), 147-158.
29. Gilbert, P. and S. Allen (1994), "Assertiveness, Submissive Behavior, and Social Comparison," British Journal of Clinical Psychology, 33,295-306.
30. Grasshoff, Kirsten and Patti Williams (2005), "Ordering, Layering, and Mixing Emotions: The Impact on Advertising Response," Advances in Consumer Research, 32,76-78.
31. Grossman, Michele and Wendy Wood (1993), "Sex Differences in Intensity of Emotional Experience: A Social Role Interpretation," Journal of Personality and Social Psychology, 65(5), 1010-1022.
32. Haas, Brian W., Kazufumi Omura, R. Tood Constable, and Turhan Canli (2007), "Is Automatic Emotion Regulation Associated With Agreeableness? A Perspective Using a Social Neuroscience Approach," Psychological Science, 18(2), 130-132.
33. Hemenover, Scott H. (2003), "Individual Differences in Rate of Affect Change: Studies in Affective Chronometry," Journal of Personality and Social Psychology, 85(1), 121-131.
34. Hemenover, Scott H. and Ulrich Schimmack (2007), "That's Disgusting!…, But Very Amusing: Mixed Feelings of Amusement and Disgust," Cognition and Emotion, 21(5), 1102-1113.
35. Herbst, Kenneth C., Lowell Gaertner, and Chester A. Insko (2003), "My Head Says Yes but My Heart Says No: Cognitive and Affective Attraction as a Function of Similarity to the Ideal Self," Journal of Personality and Social Psychology, 84(6), 1206-1219.
36. Holbrook, Morris B. and Rajeev Batra (1987), "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, 14(3), 404-420.
37. Hong, Jae W. and George M. Zinkhan (1995), "Self-Concept and Advertising Effectiveness: The Influence of Congruency, Conspicuousness, and Response Mode," Psychology and Marketing, 12,53-77.
38. Jackson, Jay W. and Joan R. Poulsen (2005), "Contact Experiences Mediate the Relationship between Five-Factor Model Personality Traits and Ethnic Prejudice," Journal of Applied Social Psychology, 35(4), 667-685.
39. Jaffe, Lynn J. (1994), "The Unique Predictive Ability of Sex-role Identity in Explaining Women's Response to Advertising," Psychology &Marketing 11(5), 467-482.
40. Johnson, Joel T. and Joan R. Shulman (1988), "More Alike than Meets the Eye: Perceived Gender Differences in Subjective Experience and its Display," Sex Roles, 19,67-79.
41. Kentle, Robert L. (2002), "Adjectives, Phrases, and Sentences: Intracorrelation of Three Five-Factor Personality Inventories," Psychological Reports, 91(3), 1151-1154.
42. Larsen, Randy J. and Timothy Ketelaar (1991), "Personality and Susceptibility to Positive and Negative Emotional States," Journal of Personality and Social Psychology, 61(1), 132-140.
43. Larsen, Jeff T., A. Peter McGraw, and John T. Cacioppo (2001), "Can People Feel Happy and Sad at the Same Time?" Journal of Personality and Social Psychology, 81(4), 684-696.
44. Larsen, Jeff T., A. Peter McGraw, John T. Cacioppo, Barbara A. Mellers, and John T. Cacioppo (2004), "The Agony of Victory and Thrill of Defeat: Mixed Emotional Reactions to Disappointing Wins and Relieving Losses," Psychological Science, 15(5), 325-330.
45. Lau-Gesk, Loraine (2005), "Understanding Consumer Evaluations of Mixed Affective Experiences," Journal of Consumer Research, 32(June), 23-28.
46. Lord, Kenneth R., Robert E. Bumkrant, and H. Rao Unnava (2001), "The Effects of Program-Induced States on Memory for Commercial Information," Journal of Current Issues and Research in Advertising, 23(1), 1-15.
47. Lucas, Richard E., Ed Diener, Alexander Grob, M. Suh Eunkook, and Liang Shao (2000), "Cross-cultural Evidence for the Fundamental Features of Extraversión," Journal of Personality and Social Psychology, 79(3), 452-468.
48. Lutz, Catherine A. (1996), "Engendered Emotion: Gender, Power, and the Rhetoric of Emotional Control in American Discourse," in R. Harre and W.G. Parrott (eds.), Tlte Emotions, London: Sage, 151-170.
49. Lynn, Richard and Terence Martin (1997), "Gender Differences in Extraversión, Neuroticism, and Psychoticism in 37 Nations," The Journal of Social Psychology, 137(3), 369-373.
50. Madrigal, Robert and Colleen Bee (2005), "Suspense as an Experience of Mixed Emotions: Feelings of Hope and Fear While Watching Suspenseful Commercials," Advances in Consumer Research, 32(1), 561-567.
51. McCrae, Robert R. and Paul T. Costa (1989), "The Structure of Interpersonal Traits: Wiggins' Circumplex and the Five-Factor Model," Journal of Personality and Social Psychology, 56,586-595.
52. McFatter, Robert M. (1994), "Interactions in Predicting Mood from Extraversión and Neuroticism," Journal of Personality and Social Psychology, 66(3), 570-578.
53. Meyers-Levy, Joan and Brian Stemthal (1991), "Gender Differences in the Use of Message Cues," Journal of Marketing Research, 28(1), 84-96.
54. Mooradian, Todd A. (1996), "Personality and Ad-Evoked Feelings: The Case for Extraversión and Neuroticism," Journal of the Academy of Marketing Science, 24(2), 99-109.
55. Moskowitz, Debbies S. and Stéphane Cóté (1995), "Do Interpersonal Traits Predict Affect? A Comparison of Three Models," Journal of Personality and Social Psychology, 69(5), 915-924.
56. Orth, Ulrich R. and Denisa Holancova (2003), "Consumer Response to Sex Role Portrayals in Advertisements," Journal of Advertising, 32(4), 77-89.
57. Orth, Ulrich R. and Denisa Holancova (2004), "Men's and Women's Responses to Sex Role Portrayals in Advertisements," International Journal of Research in Marketing, 21, 77-88.
58. Paunonen, Sampo V. (2003), "Big Five Factors of Personality and Replicated Predictions of Behavior," Journal of Personality and Social Psychology, 84(2), 411-424.
59. Peterson, Robert A. and Roger A. Kerin (1977), "The Female Role in Advertisements: Some Experimental Evidence," Journal of Marketing, 41(October), 59-63.
60. Prakash, Ved (1992), "Sex Roles and Advertising Preferences," Journal of Advertising Research, (May/June), 43-52.
61. Priester, Joseph R. and Richard E. Petty (1996), "The Gradual Threshold Model of Ambivalence: Relating the Positive and Negative Bases of Attitudes to Subjective Ambivalence," Journal of Personality and Social Psychology, 71(3), 431-449.
62. Putrevu, Sanjay, Joni Tan, and Kennth R. Lord (2004), "Consumer Responses to Complex Advertisements:The Moderating Role of Need for Cognition, Knowledge, and Gender," Journal of Current Issues &Research in Advertising, 26(1), 9-24.
63. Ramanathan, Suresh and Patti Williams (2007), "Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions," Journal of Consumer Research, 34(2), 212-223.
64. Reichert, Tom, Michael S. LaTour, and Joo Young Kim (2007), "Assessing the Influence of Gender and Sexual Self-Schema on Affective Responses to Sexual Content in Advertising," Journal of Current Issues and Research in Advertising, 29(2), 63-77.
65. Reichert, Tom, Michael S. LaTour, Jacqueline J. Lambíase, and Mark Adkins (2007), "A Test of Media Literacy Effects and Sexual Objectification in Advertising," Journal of Current Issues and Research in Advertising, 29(1), 81-92.
66. Scherer, Klaus R. and Harald G. Wallbott (1994), "Evidence for the Universality and Cultural Variation of Differential Emotion Response Patterning," Journal of Personality and Social Psychology, 66(2), 310-328.
67. Schimmack, Ulrich (2001), "Pleasure, Displeasure, and Mixed Feelings: Are Semantic Opposites Mutually Exclusive?" Cognition and Emotion, 15(1), 81-97.
68. Schimmack, Ulrich, Shigehiro Oishi, and Ed Diener (2002), "Cultural Influences on the Relation between Unpleasant Emotions and Unpleasant Emotions: Asian Dialectic Philosophies or Indi-vidualism-Collectivism?" Cognition and Emotion, 16(6), 705-719.
69. Sokolove, Michael (2008), "The Uneven Playing Field," New York Times Magazine, May 11,2008.
70. Spence, Janet T., Robert Helmreich, and J. Stapp (1975), "Ratings of Self and Peers on Sex Role Attributes and their Relation to Self-esteem and Conceptions of Masculinity and Femininity," Journal of Personality and Social Psychology, 32(1), 29-39.
71. Stern, Barbara B. (1993), "Feminist Literary Criticism and the Deconstruction of Ads: A Postmodern View of Advertising and Consumer Responses," Journal of Consumer Research, 19(March), 556-566.
72. Stern, Barbara B. (1999), "Gender and Multicultural Issues in Advertising: Stages on the Research Highway," Journal of Advertising, 28(1), 1-9.
73. Tamir, M. (2005), "Don't Worry, Be Happy? Neuroticism, Trait-Consistent Affect Regulation, and Performance," Journal of Personality and Social Psychology, 89(3), 449-461.
74. Tamir, M., Gerald L. Clore, and Michael D. Robinson (2002), "The Epistemic Benefits of Trait-Consistent Mood States: An Analysis of Extraversión and Mood," Journal of Personality and Social Psychology, 83(3), 663-677.
75. Tamir, M. and Michael D. Robinson (2004), "Knowing Good from Bad: The Paradox of Neuroticism, Negative Affect, and Evaluative Processing," Journal of Personality and Social Psychology, 87(6), 913-925.
76. Thompson, M. M., Mark P. Zanna, and D. W. Griffin (1995), "Let's Not Be Indifferent about (Attitudinal) Ambivalence," in Attitude Strength: Antecedents and Consequences, ed. Richard E. Petty and Jon A. Krosnick, Mahwah, NJ: Erlbaum, 361-386.
77. Wang, Cheng L. and John C. Mowen (1997), "The Separateness-Connect-edness Self-Schema: Scale Development and Application to Message Construction," Psychology and Marketing, 14,185-207.
78. Watson, David and Lee A. Clark (1992), "On Traits and Temperament: General and Specific Factors of Emotional Experience and Their Relation to the Five Factor Model," Journal of Personality, 60,441-476.
79. Williams, Patti and Jennifer L. Aaker (2002), "Can Mixed Emotions Peacefully Coexist?" Journal of Consumer Research, 28(4), 636-649.