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首页> 外文期刊>Psychology & marketing >The Effect and Moderation of Gender Identity Congruity: Utilizing 'Real Women' Advertising Images
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The Effect and Moderation of Gender Identity Congruity: Utilizing 'Real Women' Advertising Images

机译：性别认同一致性的影响和调节：利用“真实女性”广告形象

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摘要

The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities elicit strong positive responses and (2) to identify the factors that moderate/mediate the impact of gender identity congruity on consumer responses to advertisements. The research findings provide evidence of the ability of gender identity congruity to elicit positive responses to advertising appeals. The relationship between gender identity congruity and responses to the advertisement is mediated by advertising involvement. The moderating roles of national culture, physical concern, and physical view are also supported. Overall, the congruity theory provides a powerful framework to examine consumer responses to gender portrayals in advertising.
机译：本文探讨了性别认同一致性在解释女性对广告吸引力的反应中的预测能力。该文章的贡献是双重的：（1）证明与女性消费者的性别认同相符的广告是否会引起强烈的积极反响;（2）识别出调节/调解性别认同一致性对消费者对性别的影响的因素。广告。研究结果提供了性别认同一致性引起广告呼吁积极反应的能力的证据。性别认同一致性与对广告的响应之间的关系是通过广告参与来实现的。还支持民族文化，身体关注和身体观点的调节作用。总体而言，一致性理论提供了一个强大的框架，可以检验消费者对广告中性别形象的反应。

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