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Cross-gender Advertising : The Paradox of Novelty and Discomfort
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- 발행기관
- 한국마케팅관리학회 바로가기
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- 간행물
- 한국마케팅관리학회 학술대회 바로가기
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- 통권
- 2025 (사)한국마케팅관리학회 춘계학술대회 (2025.04)바로가기
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- 페이지
- pp.8-8
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A480091
원문정보
초록
- 영어
- Cross-gender advertising is an emerging strategy in which models of one gender are used to promote products typically associated with the opposite gender. Despite its growing adoption, past research has produced mixed findings regarding its effectiveness. Drawing on the Elaboration Likelihood Model (ELM), schema incongruity theory, and cognitive dissonance theory, the present study integrates individual difference variables—specifically, Need for Cognition (NFC) and Gender-role Stereotype (GRS)—to examine the conditions under which cross-gender advertising is persuasive and to uncover its underlying mechanisms. A series of experiments was conducted to investigate the moderating effects of NFC and GRS on advertising evaluations. The results indicate a significant interaction between ad type (traditional vs. cross-gender) and consumers’ NFC and GRS. Consumers with high NFC or weak GRS tend to show a more favorable attitude toward cross-gender advertisements, whereas those with low NFC prefer traditional ads. Further, bootstrapping analysis (Hayes, 2017) reveals that positive evaluations of cross-gender ads are driven by perceived novelty, while negative evaluations stem from psychological discomfort. Moreover, the findings suggest that consumer attitudes toward cross-gender advertising vary according to the ad models’ gender identity; individuals high in NFC or low in GRS are more inclined to favor cross-gender ads with a pronounced gender identity portrayal. The findings offer substantial theoretical contributions by clarifying the boundary conditions and underlying mechanisms of cross-gender advertising effectiveness. Managerially, the results provide practical guidance for designing targeted ad campaigns—suggesting that marketers can enhance advertising impact by tailoring the gender portrayal and messaging to align with consumers’ cognitive styles and gender-role expectations.
키워드
Cross-gender Advertising Need for Cognition (NFC) Gender-role Stereotype (GRS) Perceived Novelty Psychological Discomfort저자
간행물 정보
발행기관
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- 발행기관명
- 한국마케팅관리학회 [Korean Marketing Management Association]
- 설립연도
- 1991
- 분야
- 사회과학>경영학
- 소개
- 본 학회는 마케팅에 관한 이론과 실무분야의 발전에 이바지하며 회원상호간의 친목을돈독하게 함을 목적으로 한다. 본회는 위의 목적을 달성하기 위하여 다음의 사업을 한다. 1) 마케팅의 이론 및 실무에 관련된 연구, 발표 2) 회보, 학회지 및 연구서적의 발간 3) 산학협동에 기여하는 행사 및 사업 4) 본회의 목적에 찬성하는 국내외 학회 및 단체와의 제휴 5) 기타 본회의 목적에 부합하는 사업
간행물
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- 간행물명
- 한국마케팅관리학회 학술대회
- 간기
- 부정기
- 수록기간
- 2018~2025
- 십진분류
- KDC 325 DDC 330
이 권호 내 다른 논문 / 한국마케팅관리학회 학술대회 2025 (사)한국마케팅관리학회 춘계학술대회
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