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

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.



Citation:

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.

Authors

Sandor Czellar, University of Lausanne



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand

Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More

Featured

How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

Read More

Featured

Felt Status, Social Contagion, and Consumer Word-of-Mouth in Preferential Treatment Contexts

Brent McFerran, Simon Fraser University, Canada
Jennifer Argo, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.