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| Title | The Influence of Masculinity and Femininity in Different Advertising Processing Contexts: An Accessibility Perspective |
| Creator | Chang, Chingching 張卿卿 |
| Key Words | Advertising;Femininity;Masculinity |
| Date | 2006 |
| Date Issued | 22-Nov-2010 20:19:09 (UTC+8) |
| Summary | 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. |
| Relation | Sex Roles, 55, 345-355 |
| Type | article |
| DOI | http://dx.doi.org/10.1007/s11199-006-9088-x |
| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | - |
| dc.date (日期) | 2006 | - |
| dc.date.accessioned | 22-Nov-2010 20:19:09 (UTC+8) | - |
| dc.date.available | 22-Nov-2010 20:19:09 (UTC+8) | - |
| dc.date.issued (上傳時間) | 22-Nov-2010 20:19:09 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48404 | - |
| dc.description.abstract (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. | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Sex Roles, 55, 345-355 | en |
| dc.subject (關鍵詞) | Advertising;Femininity;Masculinity | - |
| dc.title (題名) | The Influence of Masculinity and Femininity in Different Advertising Processing Contexts: An Accessibility Perspective | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1007/s11199-006-9088-x | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1007/s11199-006-9088-x | en_US |