 |
Diagnosticity of Masculinity and Femininity in Processing Advertising Messages
| |
| | Unformatted Document Text:
38
Yi, Z. (1990a). The effects of contextual priming in print advertising. Journal of Consumer
Research, 17, 215-222.
Yi, Z. (1990b). Cognitive and affective priming effects of the context for print
advertisements. Journal of Advertising, 19(2), 40-48.
1
Hofstede (1998) has argued that a country culture is either predominantly feminine or predominantly masculine
and therefore, at the culture level, it is appropriate to treat masculinity and femininity as one single dimension.
2
According to Hofstede (1998), a masculine society is one in which men are expected to be “assertive, tough, and
focused on material success”, whereas women are expected to be “more modest, tender, and concerned with the quality of life” (p. 6). On the other hand, a feminine society 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 processing advertising messages, both the congruency between real self-image and product image and the congruency between ideal self-image and product image can affect their responses to the brand (Chang, 2001). Therefore, this study will mainly focus on the ideal self.
|
| | Authors: Chang, Chingching. |
|
| |
|
|
38
Yi, Z. (1990a). The effects of contextual priming in print advertising. Journal of Consumer
Research, 17, 215-222.
Yi, Z. (1990b). Cognitive and affective priming effects of the context for print
advertisements. Journal of Advertising, 19(2), 40-48.
1
Hofstede (1998) has argued that a country culture is either predominantly feminine or predominantly masculine
and therefore, at the culture level, it is appropriate to treat masculinity and femininity as one single dimension.
2
According to Hofstede (1998), a masculine society is one in which men are expected to be “assertive, tough, and
focused on material success”, whereas women are expected to be “more modest, tender, and concerned with the
quality of life” (p. 6). On the other hand, a feminine society 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
processing advertising messages, both the congruency between real self-image and product image and the
congruency between ideal self-image and product image can affect their responses to the brand (Chang, 2001).
Therefore, this study will mainly focus on the ideal self.
|
|
 Convention | | Submission, Review, and Scheduling! All Academic Convention can help with all of your abstract management needs and many more. Contact us today for a quote! | | Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. | | Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! | | Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! | | Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. | | Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! | | Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! | | Click here for more information. |
|
|
|
| |
|
|
|
