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The influence of masculinity and femininity in different advertising processing contexts: An accessibility perspective

Sex Roles, vol. 55, issue 5-6 (2006) pp. 345-356

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Abstract

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.

Author-supplied keywords

  • Advertising
  • Femininity
  • Masculinity

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Authors

  • Chingching Chang

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