Gender as a Variable in Interpretation of Alcohol-Related Messages:
作者： Julie L. Andsager , Erica Weintraub Austin , Bruce E. Pinkleton
DOI: 10.1177/0093650202029003002
关键词: Psychology 、 Individualism 、 Ninth 、 Alcohol advertising 、 Information processing 、 Affect (psychology) 、 Gender schema theory 、 Interpretation (philosophy) 、 Social psychology 、 Collectivism
摘要: Research suggests that adolescents employ logic and emotion in processing media messages. Gender schema theory argues gender roles are internalized by adolescence; should thus affect information processing. This study exposed 578 ninth twelfth graders to eight alcohol-related Boys found individualistic messages alcohol advertising more persuasive memorable, girls were persuaded collectivist public-service announcements. The findings suggest be incorporated models attempting understand how analyze
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