The impact of gender effects on consumers' perceptions of brand equity: A cross-cultural investigation. Page: 40
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TABLE 2
ContinuedResearch Sample Scalea
Gentry & Haley
1984
Coughlin &
O'Connor
Kahle & Homer
1985
Barak & Stern
198686M
82F420M&F
84M
55F
614FQuails 1987 89M
89F
Stern et al. 380F
1987 380MJaffe & Berger
1988
Schmitt et al.
1988
Gould & Stern
1989
Fischer &
Arnold
1990
Gould & Weil
1991
Jaffe 1991100F
111M
120F
65M
70F
299M&F
59M
68F
200FPAQ
BSRI
(Long)
BSRI
(Long)
BSRI
(short)
BSRI
(Long)
SIS
BSRI
(Short)
BSRI
(Long)
BSRI
(Long)
BSRI
(Long)
BSRI
(Long)
BSRI
(Short)Result
Biological sex is a better predictor for ad. recall and
ease of recall than is psychological gender.
Furthermore, psychological gender within sex is more
interesting than gender identity between sexes.
Masculine gender identity explains more difference in
purchase intention as a reaction to female role
portrayals in ad. than does biological sex.
Biological sex is a better predictor for food
preferences than is psychological gender.
Baby boomers and pre-boomers interpret sex role
differently. Furthermore, masculinity scales seem to
be self-assurance index, which may be more
important to consumer behavior than femininity
scales.
BSRI, as a measure of sex role orientation, is
positively related to household influence.
Develop SIS scale to examine psychological gender.
However, SIS is strongly correlated with biological
sex.
Psychological gender is significantly related to
preference for sex role positioning in advertising, but
the relationship differs by product categories.
Biological Sex is a better explanatory variable than
psychological gender with respect to recall, choice
and memory tasks.
Biological sex is a better predictor of fashion attitudes
than psychological gender, but psychological gender
is more important in examining within sex and
between sex differences.
Feminine gender traits are positively related to
involvements in Christmas gift shopping for both men
and women; Men are likely to be more involved if they
hold egalitarian gender role attitudes.
Biological sex is a better predictor than psychological
gender in explaining feelings, attitudes and gift
choice. However, psychological gender is useful in
explaining within-group difference.
Psychological gender is a useful predictor of women's
response to advertisement. Masculinity is the driving
force in explaining women's response to ad.40
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Ye, Lei. The impact of gender effects on consumers' perceptions of brand equity: A cross-cultural investigation., dissertation, August 2008; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc9007/m1/50/: accessed May 1, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .