Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product

Abstract

The study investigates the phenomenological impact of gender cues in advertisements on the perceived gender identity meanings of the advertised product. The study utilizes a randomly assigned participants design that exposes three separate groups of participants to differently gendered advertisements of the same product and captures the distinction in the participants’ construction of the gender identity meanings of the advertised product under experimental conditions. Results establish the significant influence of gender cues in advertisements on the perceived gender identity meanings of the advertised product. Results also underscore the difference in the perceptions of men and women under the same stimulus. Theoretical contributions and implications for marketers are discussed.