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Gender Identity And Congruence

Aston Business School
Aston University

THE IMPACT OF GENDER IDENTITY CONGRUENCE ON DIFFERENTIAL RESPONSES TO UTILITARIAN AND HEDONISTIC APPEALS

Submitted by: Ramneak CHAUHAN
Submitted on: July 2006

MSC in Marketing Management 2005-2006
Supervised by Dr. Amanda J. Broderick


Name: CHAUHAN, Ramneak
Course: MSc Marketing Management
Student No: 011914512

DECLARATION FORM

I declare that I have personally prepared this report and that it has not in whole or in part been submitted for any other degree or qualification. Nor has it appeared in whole or in part in any textbook, journal or any other document previously published or produced for any purpose. The work described here is my own, carried out personally unless otherwise stated. All sources of information, including quotations, are acknowledged by means of reference, both in the final reference section, and at the point where they occur in the text.

Signed ¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­

Date ¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­¡­


Acknowledgements

I would like to thank Dr. Amanda J. Broderick for her help and support throughout the year. I would like to thank my parents for all the continuous support and encouragement, and special thanks go to all my friends for all the help, support and ¡°creative endeavours¡±.



Abstract
Previous research in the area of consumer behaviour has looked at how the different genders process information when making a purchase decision. However most of the present research has looked at gender as a biological factor and has not really taken in to account the psychological differences that exist between men and women. As the current wave of shifting gender roles continues and the emergence of such terms as ¡°metro-sexual¡± are emerging marketers are finding new ways to communicate to this new group of people. Copious research has stated that attitude formation is multi dimensional and Dube et al (2003) concluded that ¡°the bundle of attributes...