Gender-Role Congruence and Self-Referencing as Determinants of Advertising Effectiveness1

In an initial experiment, men and women with varied gender-role orientations evaluated gender-stereotyped and nonstereotyped advertisements for "gendered" products that are actually used by both sexes. Consistent with a gender-role congruence model of advertising effectiveness, traditional...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Sex roles 2003-09, Vol.49 (5/6), p.265-275
Hauptverfasser:	Morrison, Maria Michelle, Shaffer, David R
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Congruence (Psychology) Females Gender Individual Differences Machine Tools Males Perceptions Resistance (Psychology) Sex Role Sex roles Stereotypes Undergraduate Students
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!