This paper compares two models predicting gender differences in information processing to determine if either of the models is more pertinent to goal-oriented Internet searches. The Selectivity Model (Meyers-Levy 1989) proposes that women make more comprehension effort than men whereas the Item-Specific/Relational Processing Model (Putrevu 2001) suggests that men and women differ primarily in their processing style, with men tending to use item-specific processing by focusing on product attributes and women tending to use relational processing by looking for interrelationships among multiple pieces of information. The study participants (106 total, 50% female) were asked to think aloud while performing one of two goal-oriented search tasks on a website. Their thoughts were then coded according to relevant categories by two independent analysts using Atlas TI software.
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This paper compares two models predicting gender differences in information processing to determine if either of the models is more pertinent to goal-oriented Internet searches. The Selectivity Model (Meyers-Levy 1989) proposes that women make more comprehension effort than men whereas the Item-Specific/Relational Processing Model (Putrevu 2001) suggests that men and women differ primarily in their processing style, with men tending to use item-specific processing by focusing on product attributes and women tending to use relational processing by looking for interrelationships among multiple pieces of information. The study participants (106 total, 50% female) were asked to think aloud while performing one of two goal-oriented search tasks on a website. Their thoughts were then coded according to relevant categories by two independent analysts using Atlas TI software.
