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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/48404


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    题名: The Influence of Masculinity and Femininity in Different Advertising Processing Contexts: An Accessibility Perspective
    作者: Chang, Chingching
    張卿卿
    关键词: Advertising;Femininity;Masculinity
    日期: 2006
    上传时间: 2010-11-22 20:19:09 (UTC+8)
    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
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1007/s11199-006-9088-x
    DOI: 10.1007/s11199-006-9088-x
    显示于类别:[廣告學系] 期刊論文

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