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Diagnosticity of Masculinity and Femininity in Processing Advertising Messages
Unformatted Document Text:  6 individual differences on one dimension -- gender schematicity. Moreover, Markus, et al. (1982) have argued that Bem’s (1981) results are not consistent with gender schema theory. They have theorized that those who rate themselves high on one dimension and low on the other are mainly schematic on the high dimension, but not on the low one. For example, masculine individuals are mainly schematic with regard to masculinity and feminine individuals are mainly schematic with regard to femininity. Only androgynous individuals, who have both masculine and feminine characteristics, are schematic toward both dimensions, and therefore, can be categorized as gender schematic. Only undifferentiated individuals, who score low with regard to both dimensions, are gender aschematic. Markus, et al. (1982) have documented support for their theories. Their findings indicate that those subjects who rate themselves high on masculinity and low on femininity generate better recall of masculine than of feminine attributes, exhibit higher tendencies to endorse more masculine qualities and require shorter time when judging masculine attributes to be “for me.” A parallel pattern of findings has been documented for subjects who rate themselves low on masculinity but high on femininity. Supportive of Markus, et al.’s (1982) theorization, other research findings have also shown that individuals with different levels of masculinity and femininity have a generalized readiness to process masculine- and feminine-pertinent information only on the basis of the dimension that well describes themselves (e.g., Mills, 1983; Payne, Connor, & Colletti, 1987). This study thus will adopt Markus, et al.’s (1982) view to explore the responses of subjects, self-rated as masculine, feminine, androgynous, and undifferentiated, to ads with masculine and feminine portrayals. Diagnosticity of Ad-Self-Congruency with Regard to Masculinity and Femininity for Different Individuals How a product’s personality is related to a consumer’s personality has been widely explored

Authors: Chang, Chingching.
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6
individual differences on one dimension -- gender schematicity. Moreover, Markus, et al. (1982)
have argued that Bem’s (1981) results are not consistent with gender schema theory. They have
theorized that those who rate themselves high on one dimension and low on the other are mainly
schematic on the high dimension, but not on the low one. For example, masculine individuals
are mainly schematic with regard to masculinity and feminine individuals are mainly schematic
with regard to femininity. Only androgynous individuals, who have both masculine and
feminine characteristics, are schematic toward both dimensions, and therefore, can be
categorized as gender schematic. Only undifferentiated individuals, who score low with regard
to both dimensions, are gender aschematic.
Markus, et al. (1982) have documented support for their theories. Their findings indicate
that those subjects who rate themselves high on masculinity and low on femininity generate
better recall of masculine than of feminine attributes, exhibit higher tendencies to endorse more
masculine qualities and require shorter time when judging masculine attributes to be “for me.”
A parallel pattern of findings has been documented for subjects who rate themselves low on
masculinity but high on femininity. Supportive of Markus, et al.’s (1982) theorization, other
research findings have also shown that individuals with different levels of masculinity and
femininity have a generalized readiness to process masculine- and feminine-pertinent
information only on the basis of the dimension that well describes themselves (e.g., Mills, 1983;
Payne, Connor, & Colletti, 1987). This study thus will adopt Markus, et al.’s (1982) view to
explore the responses of subjects, self-rated as masculine, feminine, androgynous, and
undifferentiated, to ads with masculine and feminine portrayals.
Diagnosticity of Ad-Self-Congruency with Regard to Masculinity and
Femininity for Different Individuals
How a product’s personality is related to a consumer’s personality has been widely explored


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