Gender differences in the interpretation of web atmospherics: A selectivity hypothesis approach

The effect of web advertising visual design on online purchase intention: An examination across gender

“…Second, the study expands the theory of Visual Rhetoric (Scott, 1994) by its application in an online environment. Alongside this, our study expands previous studies concerning gender issues in the internet context (Cyr & Head, 2013;Goodrich, 2014;Sun et al, 2010;Tsichla et al, 2014).…”

“…First, the study advances our understanding of the role of WAVD in online purchase intention formation by integrating the direct and indirect effects of WAVD on online purchase intention into a single model. Second, unlike previous research that proposes that gender only moderates the effect of site stimuli on attitudes (Goodrich, 2014;Richard et al, 2010;Tsichla, Hatzithomas, & Boutsouki, 2014), our study discovers that gender plays a significant moderating role with behavioral intentions as well. This study therefore is the first of its kind to provide such empirical evidence in a web advertising context.…”

“…In fact, previous gender-related research (Richard et al, 2010;Tsichla et al, 2014) emphasized the importance of understanding differences between the sexes in an online setting. While these studies rarely distinguish between the effects of WAVD on males' and females' responses, our findings also suggest that advertisers should take gender differences into consideration in order to produce attractive web advertisements that meet males' and females' needs.…”

“…The Selectivity Model has a history of use in a wide variety of domains, including e-commerce (Goodrich, 2014;Tsichla et al, 2014) .…”

Be careful what you wish for: The impact of advertisement choice on viewers’ expectations

“…As a result, some characteristics of persuasive messages such as message order (Brunel & Nelson, 2003) or message emotionality (Fisher & Dubé, 2005) affect females differently than males. In an examination of web atmospherics, Tsichla, Hatzithomas, and Boutsouki (2014) found similar processing differences to those described with traditional persuasive content. Thus, even though cognitive and attitudinal differences may exist between traditional and online media, it appears that the same general processing differences between males and females exist in both.…”