Cultural beliefs would suggest that women would be more emotionally reactive to an advertisement with emotional content than men. It is true that women are more often likely to communicate and express both their positive and negative emotions to others than males. This study chose then to examine what factors might contribute to the male tendency to contain emotional expression...
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It is true that women are more often likely to communicate and express both their positive and negative emotions to others than males. This study chose then to examine what factors might contribute to the male tendency to contain emotional expression. According to Fisher and Dube, there "is a greater desire by males to adjust their emotional displays toward what they believe is appropriate or socially desirable...
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