The moderating effect of self-monitoring on consumer response to gender role portrayals

Sandor Czellar (1)

1 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC

During the last three decades, a substantial body of knowledge has accumulated on the moderating role of self-monitoring with respect to consumer behavior (Gangestad and Snyder 2000). One area in which our knowledge about the moderating effect of self-monitoring is limited is consumer attitudes toward commercial gender role portrayals. The topic is of considerable importance since gender identity can be a key aspect of brand positioning. The effectiveness of persuasive messages can therefore be considerably enhanced by knowing which consumer characteristics moderate the responsiveness to gender role portrayals; and self-monitoring could be one of these potential moderators.

Keywords: self-monitoring; gender role

Sandor Czellar. The moderating effect of self-monitoring on consumer response to gender role portrayals. Advances in Consumer Research, 2005, Vol.32, p.577. ⟨hal-00458403⟩