Heterogeneous response across genders to tonal variation in messaging: Experimental evidence
Vincenzo Galasso, Tommaso Nannicini 22 September 2013
The perceived tone of a product or political advertisement affects public response – even holding constant the content of the message. This column provides evidence that men and women react differently to positive and negative tones in electoral advertisements. Negative advertising increases voter turnout among men but not women; positive advertising tends to win women’s sympathy but alienates men. This should inform gender-specific tailoring of targeted advertisements.
Persuasion is an art which is critical to success in politics, business, and a personal career. ’Persuasive communication‘ – as defined by DellaVigna and Gentzkow (2010) – is used, for example, to convince:
- Customers to purchase a new product.
- A recruiting committee to award a promotion.
- Citizens to vote for a candidate.
Most often this persuasion is exerted by individuals, firms or political parties who send competing messages to potential receivers.
gender, experimental economics, advertising, persuasive communication