Gender Identity and Congruence
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Aston Business School
Aston University
THE IMPACT OF GENDER IDENTITY CONGRUENCE ON DIFFERENTIAL RESPONSES TO UTILITARIAN AND HEDONISTIC APPEALS
Submitted by: Ramneak CHAUHAN
Submitted on: July 2006
MSC in Marketing Management 2005-2006
Supervised by Dr. Amanda J. Broderick
Name: CHAUHAN, Ramneak
Course: MSc Marketing Management
Student No: 011914512
DECLARATION FORM
I declare that I have personally prepared this report and that it has not in whole or in part been submitted for any other degree or qualification. Nor has it appeared in whole or in part in any textbook, journal or any other document previously published or produced for any purpose. The work described here is my own, carried out personally unless otherwise stated. All sources of information, including quotations, are acknowledged by means of reference, both in the final reference section, and at the point where they occur in the text.
Signed ÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽ
Date ÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽÐŽ
Acknowledgements
I would like to thank Dr. Amanda J. Broderick for her help and support throughout the year. I would like to thank my parents for all the continuous support and encouragement, and special thanks go to all my friends for all the help, support and ÐŽocreative endeavoursÐŽ±.
Abstract
Previous research in the area of consumer behaviour has looked at how the different genders process information when making a purchase decision. However most of the present research has looked at gender as a biological factor and has not really taken in to account the psychological differences that exist between men and women. As the current wave of shifting gender roles continues and the emergence of such terms as ÐŽometro-sexualÐŽ± are emerging marketers are finding new ways to communicate to this new group of people. Copious research has stated that attitude formation is multi dimensional and Dube et al (2003) concluded that ÐŽothe bundle of attributes that shape ones attitude, choice, and behavior, can be reduced to these two (affective and cognitive) basic dimensions without a significant loss in informative value.ÐŽ±
This research looks to examine the gender identity assumed by men in Britain and how this will affect their responses to advertising appeals, specifically hedonic (affective) and utilitarian (cognitive) appeals.
Table of Contents
Declaration Form
Acknowledgements
Abstract
Table of Contents
Chapter 1 Introduction
The Research Initiative
Literature Gap
Aim and Objectives of the Project
1.3.1
Aim of the Project
1.3.2
Objective of the Project
Chapter 2 Literature Review
Introduction
Gender and Sex Roles
2.2.1
Measurement of Gender Identity
Gender Salience
2.3.1
Activation of Gender Identity
2.3.2
Product Congruence
Self Concept
2.4.1
Self Enhancement
Gender and Advertising
Gender and Information Processing
2.6.1
Involvement
Hedonic and Utilitarian Appeals
Self Regulatory Focus Theory
Conceptual Model and Hypothesis
Conclusion
Chapter 3 Methodology
Introduction
Objectives of Research
Key Findings from Literature review
Conceptual Model and Hypothesis
Methodological Approach
3.5.1
Quantitative Research
3.5.2
Questionnaire
3.5.3
Method of Distribution
3.5.4
Sample and Sample Size
Reliability and Validity
Limitations of Research
Chapter 4 Research Results
Introduction
Data Entry and Cleaning
Reliability
Stimuli Validation
Profile Sample
Testing Hypothesis
4.6.1
Those men with a high level of masculinity (HM/LF) will show more involvement toward ad with utilitarian appeals
4.6.2
Those