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

Authors
  • Morrison, Maria Michelle1
  • Shaffer, David R.1
  • 1 University of Georgia, Department of Psychology, Athens, Georgia , Athens
Type
Published Article
Journal
Sex Roles
Publisher
Kluwer Academic Publishers-Plenum Publishers
Publication Date
Sep 01, 2003
Volume
49
Issue
5-6
Pages
265–275
Identifiers
DOI: 10.1023/A:1024604424224
Source
Springer Nature
Keywords
License
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Abstract

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 participants (masculine men; feminine women) responded more favorably to traditional (i.e., gender-stereotyped) than to nontraditional advertisements, whereas nontraditional participants (androgynous individuals; feminine men; masculine women) reacted somewhat more favorably to the nontraditional advertisements. Experiment 2 revealed that when encouraged to self reference, traditional participants became much more responsive to nontraditional advertisements, even more so than were the nontraditional participants. Practical implications of these results are discussed.

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