Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/48404
DC Field | Value | Language |
---|---|---|
dc.creator | Chang, Chingching | en |
dc.creator | 張卿卿 | - |
dc.date | 2006 | - |
dc.date.accessioned | 2010-11-22T12:19:09Z | - |
dc.date.available | 2010-11-22T12:19:09Z | - |
dc.date.issued | 2010-11-22T12:19:09Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/48404 | - |
dc.description.abstract | 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. | - |
dc.language | zh_TW | en |
dc.language.iso | en_US | - |
dc.relation | Sex Roles, 55, 345-355 | en |
dc.subject | Advertising;Femininity;Masculinity | - |
dc.title | The Influence of Masculinity and Femininity in Different Advertising Processing Contexts: An Accessibility Perspective | en |
dc.type | article | en |
dc.identifier.doi | 10.1007/s11199-006-9088-x | en_US |
dc.doi.uri | http://dx.doi.org/10.1007/s11199-006-9088-x | en_US |
item.grantfulltext | restricted | - |
item.openairetype | article | - |
item.languageiso639-1 | en_US | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.cerifentitytype | Publications | - |
item.fulltext | With Fulltext | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
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fulltext.pdf | 223.33 kB | Adobe PDF2 | View/Open |
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