...’ perceptions of and attitudes toward personal loan advertisements in a Hong Kong context. It focuses predominantly on three advertising-effect levels: cognitive, affective and behavioral. To achieve consistency with previous studies, research questions in this study also emphasize these three aspects...

... ; Chan and Ng, 2013a). Qualitative study Advertising effect Gender roles Consumer perception Self-socialization theory (Arnett, 1995 ; Tobin et al., 2010) is viewed as a conceptual framework for explaining children’s and adolescents’ information processing related to gender...

... information about how the consumers interpret the gendered images in the advertisements. In other words, content analysis can only reveal what it is, but not why it is. The present study can illuminate the advertising effects of advertisements with different gender portrayals using experimental design...