Changing Roles, Changing Preferences? The Dual Impact of Gender Identity on Preferences for Sex Specific Advertising Stimuli

19 Pages Posted: 19 Dec 2005

See all articles by Karolien Poels

Karolien Poels

Ghent University - Department of Communication Studies

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB)

Patrick Vyncke

Ghent University - Department of Communication Studies

Date Written: 2005

Abstract

This paper investigates whether gender identity, or the extent to which an individual identifies with socially constructed sex roles, moderates the influence of sex on typically male and female ad preferences. We distinguish primary from secondary ad stimuli. Universally, men prefer young women and women prefer babies and children (= primary stimuli). On the other hand, cultural changes might affect sex specific preferences of, for example, leisure activities (= secondary stimuli). Results of our first study partly support this duality. However, gender identity did moderate women's preference of primary stimuli. Study 2 revealed that identification may explain this unexpected result.

Suggested Citation

Poels, Karolien and Dewitte, Siegfried and Vyncke, Patrick, Changing Roles, Changing Preferences? The Dual Impact of Gender Identity on Preferences for Sex Specific Advertising Stimuli (2005). Available at SSRN: https://ssrn.com/abstract=870388 or http://dx.doi.org/10.2139/ssrn.870388

Karolien Poels (Contact Author)

Ghent University - Department of Communication Studies ( email )

Ghent, B-9000
Belgium
0032-9-264.68.90 (Phone)
0032-9-264.69.92 (Fax)

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Patrick Vyncke

Ghent University - Department of Communication Studies ( email )

Ghent, B-9000
Belgium
0032-9-264.68.90 (Phone)
0032-9-264.69.92 (Fax)

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