Changing Roles, Changing Preferences? The Dual Impact of Gender Identity on Preferences for Sex Specific Advertising Stimuli
19 Pages Posted: 19 Dec 2005
Date Written: 2005
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.
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