HAL will be down for maintenance from Friday, June 10 at 4pm through Monday, June 13 at 9am. More information
Skip to Main content Skip to Navigation
Journal articles

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

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.
Document type :
Journal articles
Complete list of metadata

https://hal-hec.archives-ouvertes.fr/hal-00458403
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Sunday, February 21, 2010 - 2:13:27 PM
Last modification on : Tuesday, December 10, 2019 - 10:28:04 AM

Identifiers

  • HAL Id : hal-00458403, version 1

Collections

Citation

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

Share

Metrics

Record views

138