gender differential paper IJCRB

ijcrb.webs.com
JUNE 2011
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2
Table 3
Regression Analysis showing predictor of Advertisement likeness (N=356)
Criterion Predictor Adj.R 2 . β F Sig.
Advertisement likeness Extraversion .56 .13 228.56 .000
V. FINDINGS
This research finding explains variance within same target audiences for likeness of similar
humorous advertisements. As personality factor Extraversion explained a significant
variance in likeness for humorous advertisement theme, illustrates that persons watching
same advertisement or similar advertisement theme may behave differently based on their
personality factors. It also support that Extraverts have relatively higher tendency to
experience positive emotions such as joy, happiness, love and excitement (Costa & McCrae,
1992) and tend to be happier, and are most at ease in the company of other extraverts
(Fleeson, Malanos, & Achille, 2002).
VI. LIMITATIONS
The results obtained from this empirical work must be interpreted in the light of the study’s
limitations. A few strengths of personality research; the universal use of self-reporting
questionnaires, and use of students in the research process, which make the process robust
and economically feasible, are actually highly criticised in different non-academic quarters.
VII. IMPLICATIONS
The availability of more and better information will enable a more productive analysis of
customer profiles which, in turn, will affect behavioural and evaluation outcomes. The
implication is obvious for segmentation strategies. Demographic variables such as age, sex,
marital status, only identify ‘who’ is in the segment. Behavioural consequences and
attitudinal information indicate ‘why’ the customer is in a particular segment and ‘why’ that
customer demonstrates a particular behaviour towards a particular advertisement. The ‘why’
information constitutes a more powerful marketing tool, since it provides insight into the
reasons behind customer decisions and evaluations. Therefore, by having access to both
types of information, managers would be able to use their existing resources in a more
efficient manner to access their target customers and deliver appropriate messages.
COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 636