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Diagnosticity of Masculinity and Femininity in Processing Advertising Messages
Unformatted Document Text:  18 Product Differences The utilitarian products were ink jet printers, the hedonic products were t-shirts and the dual-function products were sneakers. The three products were selected based on a pretest and were owned by most of the college students participating in the study. Four questions were adopted to measure the utilitarian and hedonic dimensions of the products. The four questions were: “when I purchase _____, I take product functions into consideration,” “when I purchase _____, I take product quality into consideration,” “when I purchase _____, I consider whether or not the product style fits my image,” and “when I purchase _____, I consider whether or not the product will catch others’ attention.” Factor analyses generated two factors with eigen-values larger than one. The first two items were labeled “the utilitarian dimension,” whereas the final two items were labeled “the hedonic dimension.” Results of t-tests showed that, for ink-jet printers, ratings on the utilitarian dimension were significantly higher than ratings on the hedonic dimension (t = 10.19, p = .01, M utilitarian = 6.21, M hedonic = 4.11); for t-shirts, ratings on the utilitarian dimension were significantly lower than ratings on the hedonic dimension (t = 2.44, p = .01, M utilitarian = 4.92, M hedonic = 5.38); and, for sneakers, ratings on the utilitarian dimension were not significantly different from ratings on the hedonic dimension (t = .99, p = .32, M utilitarian = 5.38, M hedonic = 5.27). Therefore, the manipulation checks were satisfactory. Ad Image Differences: Masculine User Profile vs. Feminine User Profile Half of the subjects were exposed to ads containing messages that delineated users with masculine characteristics, whereas the other half were exposed to ads with messages describing users with feminine characteristics. The subscales of masculinity and femininity in Bem’s (1974) Sex Role Inventory were employed as manipulation check measures. The Cronbach’s reliability alphas for subjects’ ratings on the masculinity and femininity of product users portrayed in the ads were satisfactory at .95 and .91 respectively. Users portrayed in the

Authors: Chang, Chingching.
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18
Product Differences
The utilitarian products were ink jet printers, the hedonic products were t-shirts and the
dual-function products were sneakers. The three products were selected based on a pretest and
were owned by most of the college students participating in the study. Four questions were
adopted to measure the utilitarian and hedonic dimensions of the products. The four questions
were: “when I purchase _____, I take product functions into consideration,” “when I purchase
_____, I take product quality into consideration,” “when I purchase _____, I consider whether or
not the product style fits my image,” and “when I purchase _____, I consider whether or not the
product will catch others’ attention.” Factor analyses generated two factors with eigen-values
larger than one. The first two items were labeled “the utilitarian dimension,” whereas the final
two items were labeled “the hedonic dimension.” Results of t-tests showed that, for ink-jet
printers, ratings on the utilitarian dimension were significantly higher than ratings on the hedonic
dimension (t = 10.19, p = .01, M
utilitarian
= 6.21, M
hedonic
= 4.11); for t-shirts, ratings on the
utilitarian dimension were significantly lower than ratings on the hedonic dimension (t = 2.44, p
= .01, M
utilitarian
= 4.92, M
hedonic
= 5.38); and, for sneakers, ratings on the utilitarian dimension
were not significantly different from ratings on the hedonic dimension (t = .99, p = .32, M
utilitarian
= 5.38, M
hedonic
= 5.27). Therefore, the manipulation checks were satisfactory.
Ad Image Differences: Masculine User Profile vs. Feminine User Profile
Half of the subjects were exposed to ads containing messages that delineated users with
masculine characteristics, whereas the other half were exposed to ads with messages describing
users with feminine characteristics. The subscales of masculinity and femininity in Bem’s
(1974) Sex Role Inventory were employed as manipulation check measures. The Cronbach’s
reliability alphas for subjects’ ratings on the masculinity and femininity of product users
portrayed in the ads were satisfactory at .95 and .91 respectively. Users portrayed in the


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