Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/48404
題名: | The Influence of Masculinity and Femininity in Different Advertising Processing Contexts: An Accessibility Perspective | 作者: | Chang, Chingching 張卿卿 |
關鍵詞: | Advertising;Femininity;Masculinity | 日期: | 2006 | 上傳時間: | 22-Nov-2010 | 摘要: | The accessibility of self-rated masculinity and femininity is proposed to vary as a function of individual differences, product types, and affective states. In turn, enhanced accessibility of masculinity or femininity should increase the influence of masculine or feminine ad-self congruency on advertisement evaluations. Results of two experiments showed that, for individuals whose masculinity or femininity was chronically accessible, congruency between ad portrayals and self-ratings on these dimensions predicted more positive attitudes toward the advertisement. Moreover, product types and affective states altered the degree of influence that masculine or feminine ad-self congruency exerted on advertisement evaluations. Finally, individuals high in masculinity were found to rely more on product function beliefs when evaluating advertised brands. | 關聯: | Sex Roles, 55, 345-355 | 資料類型: | article | DOI: | http://dx.doi.org/10.1007/s11199-006-9088-x |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
fulltext.pdf | 223.33 kB | Adobe PDF2 | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.