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

Feiereisen, S; Broderick, AJ; Douglas, SP

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.

Citation

Feiereisen, S., Broderick, A., & Douglas, S. (2009). The effect and moderation of gender identity congruity: Utilizing “real women” advertising images. Psychology and Marketing, 26(9), 813-843. https://doi.org/10.1002/mar.20301

• Journal Article Type: Article
• Publication Date: Jan 1, 2009
• Deposit Date: Dec 12, 2011
• Journal: Psychology and Marketing
• Print ISSN: 0742-6046
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 26
• Issue: 9
• Pages: 813-843
• DOI: https://doi.org/10.1002/mar.20301
• Publisher URL: http://dx.doi.org/10.1002/mar.20301