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The effect and moderation of gender identity congruity : utilizing 'Real Women' advertising images.

Feiereisen, S. and Broderick, A. J. and Douglas, S. (2009) 'The effect and moderation of gender identity congruity : utilizing 'Real Women' advertising images.', Psychology and marketing., 26 (9). pp. 813-843.

Abstract

The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities elicit strong positive responses and (2) to identify the factors that moderate/mediate the impact of gender identity congruity on consumer responses to advertisements. The research findings provide evidence of the ability of gender identity congruity to elicit positive responses to advertising appeals. The relationship between gender identity congruity and responses to the advertisement is mediated by advertising involvement. The moderating roles of national culture, physical concern, and physical view are also supported. Overall, the congruity theory provides a powerful framework to examine consumer responses to gender portrayals in advertising.

Item Type:Article
Full text:Full text not available from this repository.
Publisher Web site:http://dx.doi.org/10.1002/mar.20301
Record Created:10 May 2010 13:05
Last Modified:10 May 2010 16:23

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