The Moderating Effect of Self-Monitoring on Consumer Response to Gender Role Portrayals

Sandor Czellar, University of Lausanne
EXTENDED 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.
[ to cite ]:
Sandor Czellar (2005) ,"The Moderating Effect of Self-Monitoring on Consumer Response to Gender Role Portrayals", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 577-577.