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

  • 27


    Mendeley users who have this article in their library.
  • 21


    Citations of this article.
Sign in to save reference


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

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Get full text


  • Chingching Chang

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free