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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Sandor Czellar, 2005. "The moderating effect of self-monitoring on consumer response to gender role portrayals," Post-Print hal-00458403, HAL.
    • Handle: RePEc:hal:journl:hal-00458403
    as

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    Keywords

    self-monitoring; gender role;

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