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Journal Articles Advances in Consumer Research Year : 2005

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

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Abstract

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.
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Dates and versions

hal-00458403 , version 1 (21-02-2010)

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  • HAL Id : hal-00458403 , version 1

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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⟩

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