Advertising Appeals Selected by the Method of Direct Impression.

A consideration of the differences in readiness of recall of the same advertisements by men and women.

“…This correlation is regarded as indicating that there was no significant difference between the readiness of the men and women to react to most of the advertisements in the group. This result would tend to substantiate the conclusion stated by Adams 3 that there are no significant differences between the reactions of men and women to advertisements of commodities of general use and that results obtained from men and women subjects may be treated together without serious error.…”