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Diagnosticity of Masculinity and Femininity in Processing Advertising Messages
Unformatted Document Text:  1 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 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.

Authors: Chang, Chingching.
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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 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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