The Impact of Gender on Ad Processing: A Social Identity Perspective

Topics:
Marketing Strategy
Tags:
Academy Of Marketing Science Review,
Advertisement,
Gender,
Identity,
Marketers
Source:
Academy of Marketing Science Review

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Overview: Advertising is seen as an efficient but sometimes ineffective external influence on buyer behavior. Marketers are therefore seeking ways to make advertising more effective. This paper provides a theoretical framework explaining how ads can influence attitude and purchase intentions by activating an identity with one’s gender group. A gender group identity is an example of a social identity in which one sees oneself as a member of his or her gender group. In this paper, it is proposed that ads that activate identification with one’s gender group will have a more favorable impact on future brand and ad judgments than ads that do not activate this identity. A conceptual model is suggested for representing the proposed relationships between ads that activate a gender group identity, gender group identity salience, and strength, and ad and brand judgments.

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Format: PDF | Size: 296KB | Date: Jan 2003 | Pages: 17

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