Sign up & Download
Sign in

The Influence of Masculinity and Femininity in Different Advertising Processing Contexts: An Accessibility Perspective

by Chingching Chang
Sex Roles ()


Abstract  The accessibility of self-rated masculinity and femininity is proposed to vary as a function of individual differences, product types, and affective states. In turn, enhanced accessibility of masculinity or femininity should increase the influence of masculine or feminine ad-self congruency on advertisement evaluations. Results of two experiments showed that, for individuals whose masculinity or femininity was chronically accessible, congruency between ad portrayals and self-ratings on these dimensions predicted more positive attitudes toward the advertisement. Moreover, product types and affective states altered the degree of influence that masculine or feminine ad-self congruency exerted on advertisement evaluations. Finally, individuals high in masculinity were found to rely more on product function beliefs when evaluating advertised brands.

Cite this document (BETA)

Readership Statistics

10 Readers on Mendeley
by Discipline
by Academic Status
40% Student (Master)
10% Student (Bachelor)
10% Senior Lecturer
by Country
10% Australia

Sign up today - FREE

Mendeley saves you time finding and organizing research. Learn more

  • All your research in one place
  • Add and import papers easily
  • Access it anywhere, anytime

Start using Mendeley in seconds!

Already have an account? Sign in