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The purpose of this paper is to understand advertising practitioners’ theories on how to communicate effectively with men and women via advertising. Further, comparisons are made between practitioners’ theories and academic research.

Qualitative interviews were conducted with 39 US advertising practitioners.

Many professionals believed women preferred other-oriented messages, while men preferred self-oriented messages. They believed women were comprehensive processors, while men were less engaged with advertising messages. They believe men preferred slapstick humor and factual messages, while women preferred emotional appeals.

Comparisons between practitioners’ perspectives and the academic research reveal that practitioners’ theories often correspond to academic theories and empirical data. Relationships with the selectivity hypothesis are explored in depth. Suggestions are made to extend existing theory to test practitioners’ theories.

This study helps to bridge the academician-practitioner gap, which helps academics understand practitioners, communicate with them and develop shared knowledge.

This study fills a research gap in understanding practitioners’ theories of how to communicate with men and women. A key contribution of the research is a comparison of practitioner theories with academic research to note points of agreement and disagreement, bridge the gap and offer suggestions for future research.

This paper investigates the use of graphs, selection of variables to graph and construction of graphs in prospectuses issued by Australian companies making their initial public offering (IPO) of shares to the Australian capital market. The paper formulates and tests hypotheses concerning selectivity in the use of graphs and distortion in the construction of graphs presented in IPO prospectuses, as well as providing descriptive evidence about the use of graphs in such prospectuses. Results show that firms enjoying improving profit performance are significantly more likely to include graphs of key financial variables in their prospectuses than firms suffering deteriorating profit performance. Thus, similar to studies of graphs in annual reports, evidence of selectivity in the inclusion of graphs is found. No significant relationship is found between performance on the variable being graphed and distortion in the construction of the graph. When the graphs are split between those covering key financial variables and other variables, a significant relationship is found in both categories. For graphs of other variables, a significant positive association is found between performance and distortion. However, the relationship for key financial variables is in the opposite direction to that suggested by impression management. Further analysis identifies significant sub‐period differences in selectivity and distortion which are consistent with the view that the major regulatory and institutional changes outlined in the paper, reduced the extent of selectivity and graphical distortion in the post‐1991 period. As far as we are aware, this is the first study reported in the literature to investigate the use of graphs in prospectuses. The results also have policy implications for the regulatory authority in Australia.

The purpose of this paper aims to investigate the effect of a model's eye gaze direction on the information processing behavior of consumers varying based on their gender.

An eye-tracking experiment and a memory test are conducted to test the research hypotheses.

Compared to an averted gaze, a model with a direct gaze attracts more attention to the model's face among male consumers, leading to deeper processing. However, the findings show that when a model displays a direct gaze rather than an averted gaze, female consumers pay more attention to the brand name, thus leading to deeper processing.

This study contributes to not only the existing eye gaze direction literature by integrating the facilitative effect of direct gaze and considering the moderating role of consumer gender on consumer information processing but also the literature concerning the selectivity hypothesis by providing evidence of gender differences in information processing. Moreover, this study offers practical insights to practitioners regarding how to design appealing webpages to satisfy consumers of different genders.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2020-0025

The purpose of this paper is to explore the motivations of immigrant entrepreneurs in choosing a host country before immigrating, through a comparison of country distances and economic opportunities.

Hypotheses borrow from selectivity theory and institutional theory to propose that there will be a negative relationship between distance and the selection of a host county, as well as a positive relationship between host country opportunity and immigrant selectivity. OLS regression was used on secondary data to determine the flow of labor immigrants from source‐destination country dyads.

Cultural and geographic distances are stronger indicators of where a business person immigrates than the promise of opportunity.

Exclusive use of secondary data precludes potentially important variables from being included in this cross‐sectional study. Future primary, longitudinal research may determine if this is the immigrant's first choice of markets, if the immigrant has family already in the host market and what the motivation was for the first family member to immigrate.

Immigrants may need to seek objective third party information on the opportunities in potential host countries rather than relying on personal networks with asymmetrical information.

Policy makers may consider utilizing local immigrant enclaves to communicate host market opportunities to highly desired immigrant talent still residing in the source country.

Entrepreneurial intentions before migrating to a new market have been understudied in the literature and this paper offers a rigorous theoretical and empirical framework for addressing this question.

The purpose of this paper is to demonstrate how to design better awareness and memory of product information using mobile coupon campaigns among those who do not redeem the coupons.

The research involves two field experiments with a Mid Western mobile marketing firm where differently designed coupons were sent out to men and women customers of a fast food chain, and non‐redeemers filled out a survey revealing how much they remembered. The research also connected their subsequent purchases a week later. The data were analyzed using ANOVAs.

Factual ad claims create better recognition than descriptive ad claims in general, but among older working people when ad is viewed in leisure situations men better remember descriptive appeals, and women factual appeals. Also the memory has no effect on purchase intentions or future purchases. In contrast, among younger students, men remember factual ad claims better than descriptive, like women, and their memory has significant effects on subsequent purchase behavior.

Selectivity hypotheses may be applied to design advertising congruity/incongruity based on tasks people are doing in different physical situations. Other limitations include some sampling error (or selectivity) and its difficulties in generalizability across industries.

Managers can build awareness using different types of ad claims depending on gender and situation among older working groups, and use factual appeals for younger groups. Among younger groups the memory of coupons can also drive subsequent purchase behavior.

The paper uncovers the value of non redeeming customers in m‐coupon campaigns, and identifies how to target and design campaigns to best extract that value.

This research created a theoretical framework based on theory of consumption values (TCV) and theory of perceived risk (TPR) to investigate the determinant factors behind consumers' intention to use health and fitness apps during the COVID-19-related lockdown. In addition, based on selectivity hypothesis theory (SHT), this study also explored how gender differences moderate the relationships between the determinants and consumers' behavioral intention.

A total of 613 respondents completed a self-reported online questionnaire. Structural equation modeling was conducted to test the role of potential determinants in influencing consumers' behavioral intention. Hierarchical multiple regression was performed to examine the moderating effect of gender.

The findings of this research revealed that physical appearance, general health, enjoyment, affiliation and condition have positive influences on consumers' behavioral intention, while privacy risk and security risk exert negative impact on consumers' behavioral intention. More importantly, the moderating results indicated that only affiliation, privacy risk and security risk have stronger influences on female, while other predictors showed the same effects on both genders.

Fitness providers should embrace health and fitness apps as a new contactless tool to offer services during and after the COVID-19-related lockdown. Fitness providers and app developers need to focus more on the utility and quality of their health and fitness apps. In addition, they should add more gamification elements to health and fitness apps because these elements could increase consumers' hedonic experience especially during the lockdown. Third, the security systems in health and fitness apps should be continuously updated to decline privacy risk during and after the COVID-19-related lockdown. Lastly, when female consumers are targeted during the lockdown, fitness providers should make more efforts to imbue health and fitness apps with more social features and improve the level of security.

Although the importance of contactless technologies has been highlighted ever since the beginning of the COVID-19 pandemic, there has been very little research on the usage of health and fitness apps during the lockdown based on TCV and TPR. Meanwhile, the moderating role of gender differences in this context remains underexplored. This research is one of the early attempts to fill in these gaps. The findings of this study will enhance the theoretical framework regarding the acceptance and use of health and fitness apps; it also challenges the generalizability of SHT in the context of the COVID-19-related lockdown. Moreover, several important implications for the health and fitness industry during and after the COVID-19 pandemic were suggested.

The purpose of this paper is to examine the impact of user gender, celebrity gender, and celebrity-user gender congruity on celebrity personality-user personality (CP-UP) congruity, and consequently, brand purchase intention (BPI). Additionally, it delves into the mediating roles of CP-UP congruity and brand personality-celebrity personality (BP-CP) congruity.

A survey research entailing a sample of 709 adult consumers was used to test the framed hypotheses by means of a structural equation modelling.

The results indicate that while celebrity and user gender have a significant positive effect on CP-UP congruity, celebrity-user gender congruity has a negative effect. The study shows a partial mediation of CP-UP congruity in the relationship between gender congruity and BP-CP congruity. Furthermore, BP-CP congruity is shown to have a full mediation effect on the relationship between CP-UP congruity and BPI.

Consistency of the results of this study may be corroborated by employing other methods to estimate congruity scores. Also, the results of the present study may not be generalisable across different product classes with varied consumer involvement.

The findings have major implications for practitioners in understanding the significance of BP-CP congruity among celebrity-user-brand in the formation of purchasing intentions. The results of the study suggest a better CP-UP congruity when the gender of the celebrity is opposite to the gender of the user. This result questions the generalisability of the similarity theory that exhorts a prospect’s customary identification with a spokesperson of her/his own sex and further reinforces the selectivity hypothesis that indicates different information processing of males and females while they make judgements. Therefore, it might be a good idea for advertisers targeting female audiences to employ male celebrities in certain endorsements.

This is the first study that tests for the mediation effect of CP-UP congruity in the relationship between gender congruity and BP-CP congruity, and that of BP-CP congruity in the relationship between CP-UP congruity and BPI.

The purpose of the study is to investigate how mental imagery evoked from sensory in-store experience influences consumer anticipatory emotion, perceived ownership and decision satisfaction which eventually impact positive consumer responses such as behavioural intent. In this study, gender difference is proposed as a moderator to completely understand the role of mental imagery in the in-store decision-making process.

Using a market research agency in South Korea, an online survey was employed to collect data. A total of 455 useable respondents (men = 224 and women = 231) largely living in the two most populous provinces in South Korea (i.e. Seoul and Gyeonggi provinces) completed the survey. A number of path analyses were conducted to test hypotheses.

The results of the study showed that mental imagery evoked from sensory product experience played a critical part in facilitating the consumer decision-making process by influencing anticipatory emotion and perceived ownership. The relationship among anticipatory emotion, perceived ownership, decision satisfaction and behavioural intent was significant except for the relationship between perceived ownership and behavioural intent. This study further indicated that the way mental imagery influences the in-store decision-making process differs between men and women.

The effect of mental imagery in a physical retail context is largely ignored. This study addressed the crucial role of mental imagery in a physical apparel retail setting and examined its impact on consumer decision-making processes. By exploring how to enhance consumers' in-store sensory shopping experiences through mental imagery to influence their positive shopping outcomes, this study offers vital insights into how retailers operating physical stores can successfully utilize their stores.

This article tests whether workers are indifferent between risky and safe jobs provided that, in labor market equilibrium, wages should serve as a utility equalizing device. Workers’ preferences are elicited through a partial measure of overall job satisfaction: satisfaction with job-related risk. Given that selectivity turns out to be important, we use selectivity corrected models. Results show that wage differentials do not exclusively compensate workers for being in dangerous jobs. However, as job characteristics are substitutable in workers’ utility, they could feel satisfied, even if they were not fully compensated financially for working in dangerous jobs.

The purpose of this paper is to study gender-based differences in information-processing impact on message perception, leading to women viewing the behavior of potentially toxic leaders more negatively than they are viewed by men.

In total, 381 participants completed a series of measures of cue recognition items, collusion and conformity pertaining to a hypothetical toxic leadership scenario.

Results indicated that women perceived the toxic leader more negatively than men, elaborating more on negative message connotations, while men emphasized positives. Likewise, men recorded higher scores on their tendency to collude with the toxic leader compared to women. Evidence was also found that participants were more attuned to negative messages and behavior from a leader of the same gender.

The Anglo-Celtic dominance of the sample is identified as a potential limitation. Further research exploring how not only gender, but age and cultural differences impact on how leaders are perceived is also proposed.

From a management standpoint understanding that men and women process information differently has worth in assisting in organizations more effectively structuring their intra-organizational communications. Gender-specific communications may help to offset perceptions of negativity toward leaders.

This study is the first to consider how gender-based information-processing differences may influence whether a leader is perceived as toxic by male and female followers. It also suggests that gender interaction effects may be critical when considering how leaders, particularly toxic leaders, are viewed by employees.