Cultural Masculinity/Femininity Influences on Advertising Appeals

Chingching Chang

This study explored the question of whether masculinity/femininity at the cultural level can influence responses to advertisements employing image and utilitarian appeals, presumably through its effect on individual-level self-construals with regard to masculinity/femininity.

Cultural Masculinity/Femininity Influences on Advertising Appeals

Chingching ChangNational Chengchi University
The idea that cultural values define who we are and therefore affect which advertising appeals we prefer has influenced the development of global...

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