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Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

Martin, Brett & Gnoth, Juergen (2009) Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models. Marketing Letters, 20(4), pp. 353-367.

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Abstract

This research examines how men react to male models in print advertisements. In two experiments, we show that the gender identity of men influences their responses to advertisements featuring a masculine, feminine, or androgynous male model. In addition, we explore the extent to which men feel they will be classified by others as similar to the model as a mechanism for these effects. Specifically, masculine men respond most favorably to masculine models and are negative toward feminine models. In contrast, feminine men prefer feminine models when their private self is salient. Yet in a collective context, they prefer masculine models.These experiments shed light on how gender identity and self-construal influence male evaluations and illustrate the social pressure on men to endorse traditional masculine portrayals. We also present implications for advertising practice.

Impact and interest:

9 citations in Scopus
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7 citations in Web of Science®

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1,141 since deposited on 16 Oct 2009
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ID Code: 28052
Item Type: Journal Article
Keywords: Advertising, Classification expectations, Gender identity, Self-construal, Evaluations
DOI: 10.1007/s11002-009-9069-2
ISSN: 0923-0645
Subjects: Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Personality Abilities and Assessment (170109)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Gender Psychology (170105)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Springer Science + Business Media, LLC 2009
Deposited On: 16 Oct 2009 11:46
Last Modified: 29 Feb 2012 23:55

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