Heterogeneous response across genders to tonal variation in messaging: Experimental evidence

Vincenzo Galasso, Tommaso Nannicini 22 September 2013

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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.

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Topics:  Gender

Tags:  gender, experimental economics, advertising, persuasive communication