Gender effects on consumers' attitudes toward comedic violence in advertisements

Article

Manyiwa, S. and Jin, Z. 2020. Gender effects on consumers' attitudes toward comedic violence in advertisements. Journal of Promotion Management. 26 (5), pp. 654-673. https://doi.org/10.1080/10496491.2020.1729314
TypeArticle
TitleGender effects on consumers' attitudes toward comedic violence in advertisements
AuthorsManyiwa, S. and Jin, Z.
Abstract

This study examined gender’s effects on attitudes and tendencies to share online ads containing comedic violence. The results show that males enjoyed comedic violence more than females, when the perpetrator of the comedic violence was male, regardless of the victim’s sex; and, when the perpetrator and victim were both female. When the perpetrator and victim were of different sexes, the impact of attitudes towards comedic violence on sharing the ad varied by gender. However, when the victim and perpetrator were of the same sex, there was no significant gender difference in the effects of attitudes toward sharing the ad.

LanguageEnglish
PublisherTaylor and Francis
JournalJournal of Promotion Management
ISSN1049-6491
Electronic1540-7594
Publication dates
Online19 Feb 2020
Print28 Jul 2020
Publication process dates
Deposited19 Feb 2020
Accepted11 Jan 2020
Output statusPublished
Accepted author manuscript
Copyright Statement

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Promotion Management on 19/02/2020, available online: http://www.tandfonline.com/10.1080/10496491.2020.1729314

Digital Object Identifier (DOI)https://doi.org/10.1080/10496491.2020.1729314
Permalink -

https://repository.mdx.ac.uk/item/88wvv

Log in to edit

Download files

Accepted author manuscript
Manyiwa&Jin JPM- 26-01-20.pdf
Manyiwa&Jin JPM- 26-01-20.docx

  • 38
    total views
  • 10
    total downloads
  • 0
    views this month
  • 0
    downloads this month

Export as

Related outputs

Revisiting FSAs and CSAs in Sub-Saharan Africa: evidence from Ghanaian firms
Osabutey, E., Papanastassiou, M., Jin, Z., Navare, J. and Agyapong, A. 2023. Revisiting FSAs and CSAs in Sub-Saharan Africa: evidence from Ghanaian firms. International Business Review. 32 (4). https://doi.org/10.1016/j.ibusrev.2023.102106
Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences
Zha, D., Foroudi, P., Melewar, T. and Jin, Z. 2022. Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences. Qualitative Market Research: An International Journal. 25 (2), pp. 205-232. https://doi.org/10.1108/QMR-09-2021-0118
Defining family business efficacy: An exploratory study
AL Kayid, W., Jin, Z., Priporas, C. and Ramakrishnan, S. 2022. Defining family business efficacy: An exploratory study. Journal of Business Research. 141, pp. 713-725. https://doi.org/10.1016/j.jbusres.2021.11.081
Making sense of sensory brand experience: constructing an integrative framework for future research
Zha, D., Foroudi, P., Jin, Z. and Melewar, T. 2022. Making sense of sensory brand experience: constructing an integrative framework for future research. International Journal of Management Reviews. 24 (1), pp. 130-167. https://doi.org/10.1111/ijmr.12270
An assessment of customer experience concept: looking back to move forward
Zha, D., Marvi, R., Foroudi, P., Dennis, C., Ueno, A., Jin, Z. and Melewar, T. 2021. An assessment of customer experience concept: looking back to move forward. in: Melewar, T., Dennis, C. and Foroudi, P. (ed.) Building Corporate Identity, Image and Reputation in the Digital Era London Routledge. pp. 289-306
Reputation: configuring the symmetrical and asymmetrical paths to architecture in a retail setting
Foroudi, M., Foroudi, P. and Jin, Z. 2021. Reputation: configuring the symmetrical and asymmetrical paths to architecture in a retail setting. in: Melewar, T., Dennis, C. and Foroudi, P. (ed.) Building Corporate Identity, Image and Reputation in the Digital Era London Routlege. pp. 113-139
A multi-level study of entrepreneurial characteristics, IPR, and the degree of internationalization
Jin, Z., Richard, L. and Li, T. 2020. A multi-level study of entrepreneurial characteristics, IPR, and the degree of internationalization. 80th Annual Meeting of the Academy of Management. Vancouver 07 - 11 Aug 2020 Academy of Management. https://doi.org/10.5465/ambpp.2020.19100abstract
Corporate branding, identity, image and reputation: current and future trends, developments and challenges [Editorial]
Melewar, T., Foroudi, P. and Jin, Z. 2020. Corporate branding, identity, image and reputation: current and future trends, developments and challenges [Editorial]. Journal of Business Research. 117, pp. 672-674. https://doi.org/10.1016/j.jbusres.2020.06.030
Brand origin in an emerging market: perceptions of Indian consumers
Jin, Z., Chansarkar, B. and Kondap, N. 2006. Brand origin in an emerging market: perceptions of Indian consumers. Asia Pacific Journal of Marketing and Logistics. 18 (4), pp. 283-302. https://doi.org/10.1108/13555850610703254
How product newness influences ‘learning and probing’ and the linearity of its development process
Jin, Z. 2000. How product newness influences ‘learning and probing’ and the linearity of its development process. Creativity and Innovation Management. 9 (1), pp. 21-45. https://doi.org/10.1111/1467-8691.00155
An assessment of brand experience knowledge literature: using bibliometric data to identify future research direction
Zha, D., Melewar, T., Foroudi, P. and Jin, Z. 2020. An assessment of brand experience knowledge literature: using bibliometric data to identify future research direction. International Journal of Management Reviews. 22 (3), pp. 287-317. https://doi.org/10.1111/ijmr.12226
Customers' need for uniqueness theory versus brand congruence theory: the impact on satisfaction with social network sites
Abosag, I., Ramadan, Z., Baker, T. and Jin, Z. 2020. Customers' need for uniqueness theory versus brand congruence theory: the impact on satisfaction with social network sites. Journal of Business Research. 117, pp. 862-872. https://doi.org/10.1016/j.jbusres.2019.03.016
The moderating role of corporate reputation and employee-company identification on the work-related outcomes of job insecurity resulting from workforce localization policies
Ali, I., Ali, M., Grigore, G., Molesworth, M. and Jin, Z. 2019. The moderating role of corporate reputation and employee-company identification on the work-related outcomes of job insecurity resulting from workforce localization policies. Journal of Business Research. 117, pp. 825-838. https://doi.org/10.1016/j.jbusres.2019.02.060
The relationship between innovation culture and innovation outcomes: exploring the effects of sustainability orientation and firm size
Jin, Z., Navare, J. and Lynch, R. 2019. The relationship between innovation culture and innovation outcomes: exploring the effects of sustainability orientation and firm size. R&D Management. 49 (4), pp. 607-623. https://doi.org/10.1111/radm.12351
Impact of dance in advertisements on emotional attachment towards the advertised brand: Self-congruence theory
Manyiwa, S. 2020. Impact of dance in advertisements on emotional attachment towards the advertised brand: Self-congruence theory. Journal of Promotion Management. 26 (1), pp. 144-161. https://doi.org/10.1080/10496491.2019.1685620
Examining the influence of corporate website favorability on corporate image and corporate reputation: findings from fsQCA
Ageeva, E., Melewar, T., Foroudi, P., Dennis, C. and Jin, Z. 2018. Examining the influence of corporate website favorability on corporate image and corporate reputation: findings from fsQCA. Journal of Business Research. 89, pp. 287-304. https://doi.org/10.1016/j.jbusres.2018.01.036
Perceptional components of brand equity: configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. and Kitchen, P. 2018. Perceptional components of brand equity: configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research. 89, pp. 462-474. https://doi.org/10.1016/j.jbusres.2018.01.031
Influence of perceived city brand image on emotional attachment to the city
Manyiwa, S., Priporas, C. and Wang, X. 2018. Influence of perceived city brand image on emotional attachment to the city. Journal of Place Management and Development. 11 (1), pp. 60-77. https://doi.org/10.1108/JPMD-01-2017-0011
Business model innovation: how international retailers rebuild their core business logic in a new host country
Cao, L., Navare, J. and Jin, Z. 2018. Business model innovation: how international retailers rebuild their core business logic in a new host country. International Business Review. 27 (3), pp. 543-562. https://doi.org/10.1016/j.ibusrev.2017.10.005
Controversies in values research: methodological implications
Manyiwa, S. 2004. Controversies in values research: methodological implications. Middlesex University Business School, London.
Impact of materialism on consumers' ethical evaluation and acceptance of product placement in movies
Manyiwa, S. and Brennan, R. 2016. Impact of materialism on consumers' ethical evaluation and acceptance of product placement in movies. Social Business. 6 (1), pp. 65-82. https://doi.org/10.1362/204440816X14636485174958
Configuring principal opportunism in international joint venture (IJV) Parents-IJV relationship: a combination of symmetrical and asymmetrical analysis to advance agency theory and resource dependence theory
Cheng, L., Cai, H. and Jin, Z. 2016. Configuring principal opportunism in international joint venture (IJV) Parents-IJV relationship: a combination of symmetrical and asymmetrical analysis to advance agency theory and resource dependence theory. 2016 Global Marketing Conference at Hong Kong. Hong Kong 21 - 24 Jul 2016 pp. 93-93 https://doi.org/10.15444/GMC2016.01.07.01
Exploring the institutional perspective on international business expansion: towards a more detailed conceptual framework
Lynch, R. and Jin, Z. 2016. Exploring the institutional perspective on international business expansion: towards a more detailed conceptual framework. Journal of Innovation and Knowledge. 1 (2), pp. 117-124. https://doi.org/10.1016/j.jik.2016.01.001
How does reputation win trust? A customer-based mediation analysis
Ali, R., Jin, Z., Wu, K. and Melewar, T. 2017. How does reputation win trust? A customer-based mediation analysis. International Studies of Management and Organization. 47 (3), pp. 220-239. https://doi.org/10.1080/00208825.2017.1318017
The effect of parental opportunism, IJV's autonomy and tacit knowledge on IJV instability: A comparison of multi-variate regression and fuzzy-set qualitative comparative analysis
Cheng, L., Cai, H. and Jin, Z. 2016. The effect of parental opportunism, IJV's autonomy and tacit knowledge on IJV instability: A comparison of multi-variate regression and fuzzy-set qualitative comparative analysis. Journal of Business Research. 69 (11), pp. 5203-5209. https://doi.org/10.1016/j.jbusres.2016.04.113
Factors influencing technology and knowledge transfer: configurational recipes for Sub-Saharan Africa
Osabutey, E. and Jin, Z. 2016. Factors influencing technology and knowledge transfer: configurational recipes for Sub-Saharan Africa. Journal of Business Research. 69 (11), pp. 5390-5395. https://doi.org/10.1016/j.jbusres.2016.04.143
Influence of innovation capability and customer experience onreputation and loyalty
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. and Foroudi, M. 2016. Influence of innovation capability and customer experience onreputation and loyalty. Journal of Business Research. 69 (11), pp. 4882-4889. https://doi.org/10.1016/j.jbusres.2016.04.047
Knowledge and innovation in emerging market multinationals: the expansion paradox
Lynch, R. and Jin, Z. 2016. Knowledge and innovation in emerging market multinationals: the expansion paradox. Journal of Business Research. 69 (5), pp. 1593-1597. https://doi.org/10.1016/j.jbusres.2015.10.023
The moderating influences on the relationship of corporate reputation with its antecedents and consequences: a meta-analytic review
Ali, R., Lynch, R., Melewar, T. and Jin, Z. 2015. The moderating influences on the relationship of corporate reputation with its antecedents and consequences: a meta-analytic review. Journal of Business Research. 68 (5), pp. 1105-1117. https://doi.org/10.1016/j.jbusres.2014.10.013
The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: the moderating role of country development status
Jin, Z., Lynch, R., Attia, S., Chansarkar, B., Gülsoy, T., Lapoule, P., Liu, X., Newburry, W., Nooraini, M., Parente, R., Purani, K. and Ungerer, M. 2015. The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: the moderating role of country development status. International Business Review. 24 (3), pp. 380-393. https://doi.org/10.1016/j.ibusrev.2014.08.010
Global strategy: can late arrivals catch up with established companies? a study of the world television manufacturing industry
Zhu, Y., Lynch, R. and Jin, Z. 2007. Global strategy: can late arrivals catch up with established companies? a study of the world television manufacturing industry. Annual Conference of Academy of Management. Philadelphia, USA 03 - 08 Aug 2007
Fear appeals in anti-smoking advertising: how important is self-efficacy?
Manyiwa, S. and Brennan, R. 2012. Fear appeals in anti-smoking advertising: how important is self-efficacy? Journal of Marketing Management. 28 (11-12), pp. 1419-1437. https://doi.org/10.1080/0267257X.2012.715092
Threshold concepts in teaching and learning undergraduate marketing research
Manyiwa, S. 2006. Threshold concepts in teaching and learning undergraduate marketing research. Middlesex University.
Determining linkages between consumer choices in a social context and the consumer's values: a means–end approach
Manyiwa, S. and Crawford, I. 2002. Determining linkages between consumer choices in a social context and the consumer's values: a means–end approach. Journal of Consumer Behaviour- an International Research Review. 2 (1), pp. 54-70. https://doi.org/10.1002/cb.89
Playing the game of catching-up: global strategy building in a Chinese company.
Zhu, Y., Lynch, R. and Jin, Z. 2011. Playing the game of catching-up: global strategy building in a Chinese company. Asia Pacific Business Review. 17 (4), pp. 511-533. https://doi.org/10.1080/13602380903549781
Risk and uncertainty in innovation activities.
Navare, J. and Jin, Z. 2009. Risk and uncertainty in innovation activities. The XX ISPIM Conference: The Future of Innovation. Vienna, Austria 21 - 24 Jun 2009
Firm ownership and the determinants of success and failure in new product development: an empirical study of manufacturing firms in the Guandong province of china.
Jin, Z. and Li, Z. 2007. Firm ownership and the determinants of success and failure in new product development: an empirical study of manufacturing firms in the Guandong province of china. International Journal of Innovation Management. 11 (4), pp. 539-564.
The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting
Jin, Z. 2001. The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting. R&D Management. 31 (3), pp. 275-285. https://doi.org/10.1111/1467-9310.00216