This article demonstrates how presentation order, gender, and value
relevance can influence advertising processing under different viewing
situations. One study found that message order and gender influenced
message persuasion: under situational low involvement, females (males)
exhibited primacy (recency) effects when viewing two advertisements
differing in values (help-self versus help-others) for a charity. In a
second study, with higher situational involvement, all respondents
appeared to process advertising messages systematically and considered
the value content within the message in their evaluations.
Thought-listing data revealed that females continued to exhibit primacy
effects regardless of message appeal, but the recency effects with
males disappeared when the advertisement (help-self) matched their
values. Relevance for advertising effectiveness and media planning is
discussed.