Gender effects on consumers' attitudes toward comedic violence in advertisements

Manyiwa, Simon ORCID: https://orcid.org/0000-0003-4497-8687 and Jin, Zhongqi ORCID: https://orcid.org/0000-0002-2881-2188 (2020) Gender effects on consumers' attitudes toward comedic violence in advertisements. Journal of Promotion Management, 26 (5) . pp. 654-673. ISSN 1049-6491 [Article] (doi:10.1080/10496491.2020.1729314)

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Abstract

This study examined gender’s effects on attitudes and tendencies to share online ads containing comedic violence. The results show that males enjoyed comedic violence more than females, when the perpetrator of the comedic violence was male, regardless of the victim’s sex; and, when the perpetrator and victim were both female. When the perpetrator and victim were of different sexes, the impact of attitudes towards comedic violence on sharing the ad varied by gender. However, when the victim and perpetrator were of the same sex, there was no significant gender difference in the effects of attitudes toward sharing the ad.

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