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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.
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https://hal-hec.archives-ouvertes.fr/hal-00458403
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Submitted on : Sunday, February 21, 2010 - 2:13:27 PM
Last modification on : Tuesday, December 10, 2019 - 10:28:04 AM

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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⟩

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