信息加工两分法对性别差异的解释及其对广告的启示

The Interpretation of Information Processing Dichotomies to Gender Differences and the Guidance to Ads

在解释信息加工的性别差异上,研究者们依据信息加工两分法提出选择性假设和项目特定性、相关性加工假设两种解释。前者认为男性更多受整体信息主题或图式的驱动,女性更易接受细节化的信息内容;后者认为男性更倾向于项目特定性加工而女性更倾向于相关性加工。这两种解释对广告的策划与制作具有新的启示。

Two interpretations, Selectivity Hypothesis and Item - specific processing vs. Relational processing, are brought to interpret the gender differences in information processing. The former one suggests that male is more prone to the whole topic or scheme of the information while female prefers the detailed content. The later one supposes that male prefers item -specific processing while female prefers relational processing to the information. The guidance to advertising could be deduced from both of them.