The effect and moderation of gender identity congruity: Utilizing “real women” advertising images

Feiereisen, S, Broderick, AJ and Douglas, SP 2009, 'The effect and moderation of gender identity congruity: Utilizing “real women” advertising images' , Psychology and Marketing, 26 (9) , pp. 813-843.

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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
Themes:	Subjects outside of the University Themes
Schools:
Journal or Publication Title:	Psychology and Marketing
Publisher:	Wiley
Refereed:	Yes
ISSN:	07426046
Depositing User:	Users 29196 not found.
Date Deposited:	12 Dec 2011 10:18
Last Modified:	16 Feb 2022 13:48
URI:	https://usir.salford.ac.uk/id/eprint/19161

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