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.

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
LanguageEnglish
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