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Gender-Role Congruence and Self-Referencing as Determinants of Advertising Effectiveness · Study

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ArticleGender-Role Congruence and Self-Referencing as Determinants of Advertising Effectiveness

Maria Michelle Morrison2003

Article2003

Gender-Role Congruence and Self-Referencing as Determinants of Advertising Effectiveness

Maria Michelle Morrison · David R. Shaffer

109 citations·0/0 files stored·Sex Roles

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Media, Gender, and Advertising Consumer Behavior in Brand Consumption and Identification Gender Roles and Identity Studies

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References

1974The measurement of psychological androgyny.2000Fatherhood in the Twenty-First Century 1976Gender Advertisements 1983Gender Schema Theory and Its Implications for Child Development: Raising Gender-Aschematic Children in a Gender-Schematic Society 1979Social and personality development 2002Abstract 1983Sex stereotyping in advertising 1996Increasing the Persuasiveness of Fear Appeals: The Effect of Arousal and Elaboration

Cited by

2020Women and Suicidal Behavior 2021Gender stereotypes in advertising have negative cross-gender effects 2015Gender identity and brand incongruence: when in doubt, pursue masculinity 2008Nudity of female and male models in primetime TV advertising across seven countries 2020Sexism and the Effectiveness of Femvertising in China: A Corporate Social Responsibility Perspective 2011Two Birds and One Stone

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Year2003

Typearticle

Published2003-09-01

VenueSex Roles

ISSN-L0360-0025

Languageen

Citations109

Files0 public / 0

ShelfMedia, Gender, and Advertising

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doi10.1023/a:1024604424224

openalex_workW176921690

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2015

Communion-over-Agency Effects on Advertising Effectiveness

2022Breaking Gender Binaries