Gender-Role Congruence and Self-Referencing as Determinants of Advertising Effectiveness

By M. M. Morrison, D. R. Shaffer. 2003

108 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/c3e0d1625b6b286f4dc469094f005130f3cc5463

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Alexandra M Vilela
2. Hye-Jin Paek
3. Michelle R. Nelson
4. R. Collins

In Literature and Literary Theory

1. Hye-Jin Paek
2. Michelle R. Nelson
3. Chingching Chang

In Marketing

1. Alexandra M Vilela
2. Hye-Jin Paek
3. Michelle R. Nelson
4. R. Collins
5. Chingching Chang

Citations in the corpus

• Examination of Gender-role Portrayals in Television Advertising across Seven Countries (2011, result): “In addition, in an experimental study, more favorable evaluations of the advertised products and greater purchase intentions of those products were realized when the gender-role portrayals in the product ad closely matched the participants’ own gender-role orientations (Morrison and Shaffer 2003).”