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Diagnosticity of Masculinity and Femininity in Processing Advertising Messages
Unformatted Document Text:  36 Thousand Oaks, CA: Sage. Oliver, M. B. (1993). Exploring the paradox of the enjoyment of sad films. Human Communication Research, 19(3), 315-342. Payne, T. J., Connor, J. M., & Colletti, G. (1987). Gender-based schematic processing: An empirical investigation and reevaluation. Journal of Personality and Social Psychology, 52(5), 937-945. Rathford, B. T. (1987). New insights about the FCB Grid. Journal of Consumer Research, 27(4), 24-38. Rossiter, J., Percy, L. (1987). Advertising and promotion management. New York: McGraw-Hill Book Company. Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287-300. Skitka, L. J. & Maslach, C. (1996). Gender as schematic category: A role construct approach. Social Behavior and Personality, 24(1), 53-74. Smith, G. E. (1996). Framing in advertising and the moderating impact of consumer education. Journal of Advertising Research, 36(5), 49-64. Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30(4), 526-537. Spence, J., & Helmreich, R. (1978). Masculinity and femininity: Their psychological dimensions, correlates, and antecedents. Austin: University of Texas Press. Spence, J. T., & Helmreich, R. L. (1981). Androgyny versus gender schema theory: A comment on Bem’s gender schema theory. Psychological Review, 88, 365-368.Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287-299.

Authors: Chang, Chingching.
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36
Thousand Oaks, CA: Sage.
Oliver, M. B. (1993). Exploring the paradox of the enjoyment of sad films. Human
Communication Research, 19(3), 315-342.
Payne, T. J., Connor, J. M., & Colletti, G. (1987). Gender-based schematic processing: An
empirical investigation and reevaluation. Journal of Personality and Social Psychology, 52(5),
937-945.
Rathford, B. T. (1987). New insights about the FCB Grid. Journal of Consumer Research,
27(4), 24-38.
Rossiter, J., Percy, L. (1987). Advertising and promotion management. New York:
McGraw-Hill Book Company.
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of
Consumer Research, 9, 287-300.
Skitka, L. J. & Maslach, C. (1996). Gender as schematic category: A role construct
approach. Social Behavior and Personality, 24(1), 53-74.
Smith, G. E. (1996). Framing in advertising and the moderating impact of consumer
education. Journal of Advertising Research, 36(5), 49-64.
Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality and
Social Psychology, 30(4), 526-537.
Spence, J., & Helmreich, R. (1978). Masculinity and femininity: Their psychological
dimensions, correlates, and antecedents. Austin: University of Texas Press.
Spence, J. T., & Helmreich, R. L. (1981). Androgyny versus gender schema theory: A
comment on Bem’s gender schema theory. Psychological Review, 88, 365-368.Sirgy, M. J.
(1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9,
287-299.


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