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Diagnosticity of Masculinity and Femininity in Processing Advertising Messages

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Abstract:

This paper explores the impacts of individual differences with regard to masculinity and femininity in different ad-processing contexts via two experiments. Findings of experiment one demonstrate that subjects who differ in their self-ratings on masculinity and femininity develop ad attitudes only on the basis of ad-self-congruency on the dimensions that well describe themselves. In addition, the more masculine subjects are, the more they rely on product beliefs in developing brand evaluations. Moreover, the relative effectiveness of ad-self-congruency concerning masculinity or femininity in determining ad attitudes has been shown to vary as a function of product types. Results of experiment one also indicate that quality-oriented ad appeals are more effective for a masculine product than for a feminine product. Experiment two explores the influence of context-induced affective states on the accessibility of the self-concepts regarding masculinity and femininity. Results provide evidence that ad-self-congruency pertinent to masculinity predicts ad attitudes when subjects are in positive affective states, whereas ad-self-congruency pertinent to femininity predicts ad attitudes when subjects are in negative affective states.

Most Common Document Word Stems:

ad (255), masculin (240), feminin (236), self (176), product (133), subject (129), congruenc (118), ad-self-congru (106), dimens (83), differ (79), individu (75), affect (65), attitud (64), regard (60), person (56), respons (53), imag (53), p (51), signific (47), rate (44), research (42),

Author's Keywords:

self-concepts, advertising effects
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Name: International Communication Association
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MLA Citation:

Chang, Chingching. "Diagnosticity of Masculinity and Femininity in Processing Advertising Messages" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p112016_index.html>

APA Citation:

Chang, C. , 2003-05-27 "Diagnosticity of Masculinity and Femininity in Processing Advertising Messages" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p112016_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This paper explores the impacts of individual differences with regard to masculinity and femininity in different ad-processing contexts via two experiments. Findings of experiment one demonstrate that subjects who differ in their self-ratings on masculinity and femininity develop ad attitudes only on the basis of ad-self-congruency on the dimensions that well describe themselves. In addition, the more masculine subjects are, the more they rely on product beliefs in developing brand evaluations. Moreover, the relative effectiveness of ad-self-congruency concerning masculinity or femininity in determining ad attitudes has been shown to vary as a function of product types. Results of experiment one also indicate that quality-oriented ad appeals are more effective for a masculine product than for a feminine product. Experiment two explores the influence of context-induced affective states on the accessibility of the self-concepts regarding masculinity and femininity. Results provide evidence that ad-self-congruency pertinent to masculinity predicts ad attitudes when subjects are in positive affective states, whereas ad-self-congruency pertinent to femininity predicts ad attitudes when subjects are in negative affective states.

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Document Type: .PDF
Page count: 38
Word count: 10431
Text sample:
Diagnosticity of Masculinity and Femininity in Processing Advertising Messages This paper explores the impacts of individual differences with regard to masculinity and femininity in different ad-processing contexts via two experiments. Findings of experiment one demonstrate that subjects who differ in their self-ratings on masculinity and femininity develop ad attitudes only on the basis of ad-self-congruency on the dimensions that well describe themselves. In addition the more masculine subjects are the more they rely on product beliefs in developing brand
is one in which both men and women are expected to be “modest tender and concerned with the quality of life" (p.7). 3 There exists the ideal self in addition to the real self. Indeed a person’s ideal self has been shown to be substantially correlated with his/her real self (Landon 1974). Most importantly the pursuit of the ideal self acts as an important guide for product consumption behaviors (e.g. Sirgy 1982). It has also been shown that when


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