Abstract
A study was designed to explore the effects of sex, ad components, and their interaction on the recall of information from printed ads. Total recall did not vary by sex, but recall of ad components showed significant differences as did the interaction of sex and omponents. Implications for advertisers and suggestions for future research are given.
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Riecken, G., Alpay, G., Avila, R., Yavas, U. (2015). An Experimental Investigation of Sex Differences in Recall of Verbal versus Visual Advertising Stimuli: A Content Analysis Approach. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_64
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DOI: https://doi.org/10.1007/978-3-319-16976-7_64
Publisher Name: Springer, Cham
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