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Article
Publication date: 1 September 2003

Margaret K. Hogg and Jade Garrow

This paper seeks to challenge the tendency to represent gender as a unitary theoretical construct; and would argue for a more differentiated view of how the psychological aspects…

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Abstract

This paper seeks to challenge the tendency to represent gender as a unitary theoretical construct; and would argue for a more differentiated view of how the psychological aspects of gender influence the consumption of advertising. We use a small‐scale exploratory study to examine the potential impact of gender identity within consumers’ self‐schemas on their consumption of advertising. Bem’s Sex Role Inventory (SRI) was administered to 25 young adults who then watched video clips of two television advertisements. The focus group discussions about the two advertisements were analysed within the context of the respondents’ gender schemas identified via the Bem SRI scores: masculine, feminine, androgynous or undifferentiated. The centrality of gender identity to self‐schemas affected how consumers processed and interpreted the advertising. This provides support for a more differentiated approach to representing men and women within gender research and advertising because gender groups are neither necessarily homogeneous nor isomorphic with sex.

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Qualitative Market Research: An International Journal, vol. 6 no. 3
Type: Research Article
ISSN: 1352-2752

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Book part
Publication date: 17 March 2017

Eunice Y. Rhee, Jade Y. Lo, Mark T. Kennedy and Peer C. Fiss

Drawing on the notion of imprinting, we develop a framework for understanding category emergence and durability by suggesting that the durability of a category reflects its…

Abstract

Drawing on the notion of imprinting, we develop a framework for understanding category emergence and durability by suggesting that the durability of a category reflects its emergence conditions. We propose four ideal-typical mechanisms – consensus, proof, fiat, and truce – that arise from differences in the degree of agreement and the centralization of the authority regarding category definitions. Our framework not only relates category durability to emergence but also highlights the role of category promoters and constituencies in an ongoing process of category maintenance. We discuss implications for understanding the dynamics of the categorization process in various social and product market contexts.

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From Categories to Categorization: Studies in Sociology, Organizations and Strategy at the Crossroads
Type: Book
ISBN: 978-1-78714-238-1

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