This paper explores the impacts of individual differences with regard to masculinity and femininity in different ad-processing contexts via two experiments. Findings of experiment one demonstrate that subjects who differ in their self-ratings on masculinity and femininity develop ad attitudes only on the basis of ad-self-congruency on the dimensions that well describe themselves. In addition, the more masculine subjects are, the more they rely on product beliefs in developing brand evaluations. Moreover, the relative effectiveness of ad-self-congruency concerning masculinity or femininity in determining ad attitudes has been shown to vary as a function of product types. Results of experiment one also indicate that quality-oriented ad appeals are more effective for a masculine product than for a feminine product. Experiment two explores the influence of context-induced affective states on the accessibility of the self-concepts regarding masculinity and femininity. Results provide evidence that ad-self-congruency pertinent to masculinity predicts ad attitudes when subjects are in positive affective states, whereas ad-self-congruency pertinent to femininity predicts ad attitudes when subjects are in negative affective states.
Conference Papers -- International Communication Association. 2003 Annual Meeting, San Diego, CA, p1-38. 38p.