The moderating effect of self-monitoring on consumer response to gender role portrayals

Sandor Czellar ()
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Sandor Czellar: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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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.

Keywords: self-monitoring; gender role (search for similar items in EconPapers)
Date: 2005
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Published in Advances in Consumer Research, 2005, Vol.32, p.577

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00458403

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