Gender as a Variable in Interpretation of Alcohol-Related Messages

Abstract

Research suggests that adolescents employ logic and emotion in processing media messages. Gender schema theory argues that gender roles are internalized by adolescence; gender should thus affect information processing. This study exposed 578 ninth and twelfth graders to eight alcohol-related messages. Boys found individualistic messages in alcohol advertising more persuasive and memorable, and girls were more persuaded by collectivist messages in public-service announcements. The findings suggest that gender should be incorporated in models attempting to understand how adolescents analyze messages.