Masculinity and Cognitive Age Perception: An Examination of their Relationship and Implications for Advertising Persuasion

Chang, Chingching

doi:10.1007/s11199-009-9631-7

Cited by 3 publications

(2 citation statements)

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“…In the study of self-constructed gender identity, researchers classified individuals into personality categories according to their masculine and feminine scores (Beckham et al , 1988; Bem, 1974, 1977, 1981; Orlosfsky et al , 1977; Palan et al , 1999; Stevens et al , 1984). Following this approach, previous research has found that preferences and decisions made by individuals between feminine- and masculine-type identities heavily differ (Chang, 2009; Conway and Dube, 2002; Fischer and Arnold, 1994; Gould and Stern, 1993). Bem (1981) suggested that psychological gender affiliation – males who identify with more feminine personality characteristics and vice versa for females – may help explain individual differences, which we extend to include relocation decisions.…”

Section: Research Framework and Hypotheses Developmentmentioning

confidence: 99%

Oh, the places you’ll go!

Chapa¹,

Wang

2016

IJOA

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Purpose The purpose of this study is to explore pre-employment college graduates’ relocation tendencies based on a research framework built upon gender and cultural theories. Design/methodology/approach Relocation decisions were analyzed based on 208 college graduates enrolled in public universities in Texas, USA. Findings The relocation decision-making by college graduates differ from that for corporate employees described in previous research. First, the willingness to relocate increases as the college graduates mature. Second, gender difference in the willingness to relocate is non-significant because of the same expected norms for both genders. Instead, psychological gender affiliation, such as self-perceived masculinity, makes a difference in relocation decisions. Third, family-related variables, such as marital status and parenthood, do not influence college graduates’ relocation decisions. Last, cultural groups do not exhibit any overall significant differences. Research limitations/implications The findings provide new and complementary knowledge over previous relocation studies. Practical implications The findings enhance the understanding of career choices made by college graduates in their early career, offering valuable managerial implications in crafting staffing strategies and improving human resource management for organizations in today’s fast-changing, vibrant multi-cultural environment. Originality/value The study is focused on pre-employment relocation decision-making by college graduates from different demographic backgrounds. The study fills a major research void in relocation studies by clarifying the relocation patterns of new employees graduating from college.

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Section: Research Framework and Hypotheses Developmentmentioning

confidence: 99%

Oh, the places you’ll go!

Chapa¹,

Wang

2016

IJOA

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“…Self-concepts are multidimensional, though, and contain values and personalities, too. For example, people may have developed self-concepts oriented towards masculinity or femininity (Lenney 1991), and prior research has shown that people with masculine, feminine and androgynous self-concepts respond differently to ad messages: people with masculine self-concepts prefer relatively older models to a greater degree, and express more favourable attitudes towards ads featuring older models (Chang 2009). Such varying responses are probably triggered by value-expressive motives.…”

Section: Further Research Directionsmentioning

confidence: 99%

Why do Caucasian advertising models appeal to consumers in Taiwan?

Chang

2014

International Journal of Advertising

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To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves. Western models generated more favourable ad responses (ad credibility, diagnosticity and attitudes), promoted stronger self-brand connections and led to more favourable brand attitudes than did Asian advertising models among independent respondents in Taiwan. In contrast, consumers with interdependent self-concepts did not exhibit such differences. Independent self-concepts also consisted of two sub-dimensions: horizontal individualism focused on the desire to be different, and vertical individualism centred on the desire to be superior. The former dimension accounted for the enhanced effects of western models. Three experiments confirmed that expressing positive attitudes towards these advertising models served value-expressive functions among consumers with uniqueness self-concepts when they read ads promoting products that were publicly (Study 1 and 3) or privately (Study 2) consumed.

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Análisis de la edad cognitiva como criterio de segmentación del turista mayor

Barreto

Fernández

2010

Pecvnia

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ResumenLa denominada tercera edad constituye uno de los segmentos de mercado más atractivos para la industria turística en las economías desarrolladas del siglo XXI. Este grupo, cada vez más numeroso, cuyos individuos están en plenitud de facultades y con una disponibilidad adquisitiva considerable, no puede ser tratado como un conjunto homogéneo en térmi-nos demográficos, psicológicos, ni comportamentales. Realizada una revisión de la literatura sobre los diversos criterios empleados para la segmentación del mercado de mayores, el presente artículo plantea un modelo de medición del constructo "edad cognitiva", como alternativa a la edad cronológica, variable tradicionalmente utilizada para diferenciar a los mayores, con la finalidad de determinar si existen diferencias significativas entre ambas.El objetivo de esta investigación es, por lo tanto, comprobar si existen divergencias entre las edades cognitivas y cronológicas de las personas mayores, en el caso de que se contraste positivamente esta hipótesis, se justificaría la importancia de utilizar dicha variable en el proceso de segmentación de las personas mayores. Una vez realizada la segmentación se analiza el efecto de la edad cognitiva sobre el comportamiento turístico de los mayores como turistas en los viajes de larga duración. Con la finalidad de alcanzar estos objetivos y una vez recopilada la información, se emplean un conjunto de técnicas estadísticas multivariantes que permitirán contrastar las hipótesis Palabras clave: Mayores, segmentación, edad cognitiva, comportamiento turístico. AbstractThe so-called third age is one of the most attractive market segments for the tourism industry in the developed economies of the twenty-first century. This group, growing in numbers,

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Masculinity and Cognitive Age Perception: An Examination of their Relationship and Implications for Advertising Persuasion

Cited by 3 publications

References 50 publications

Oh, the places you’ll go!

Oh, the places you’ll go!

Why do Caucasian advertising models appeal to consumers in Taiwan?

Análisis de la edad cognitiva como criterio de segmentación del turista mayor

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