although consumers commonly hold gender images of products, the basis of those gender images is not completely understood. of special interest to marketers is their effect on perceptions of promotions and products. this paper reviews research investigating the influence of changing sex roles on individualist perceptions of a) promotions.
in addition, there is some evidence that an individual's grooming and physique influence perceptions of their masculinity and femininity (cash and janda 1984; deaux and lewis 1984). self-schema and sex roles in an attempt to understand individuals' evaluations of and reactions to products and promotions, researchers have tried to identify individual "personality" variables related to sex roles likely to influence their perceptions (allison, golden, mullet, and coogan 1979; alreck, settle, and belch 1982; gentry and doering 1977; gentry, doering, and o'brien 1978; golden, allison, and clee; morris and cundiff 1971).[ to cite ]: kathleen debevec and easwar iyer (1986) ,"sex roles and consumer perceptions of promotions, products, and self: what do we know and where should we be headed? Summer camp counselor resume description, these images are of concern to marketers because consumers not only purchase a product for its functional benefits but they purchase the image they perceive the product to have, whether real or imagined. gender perceptions of source characteristics in promotions are there definable source characteristics which may lend credibility to cross-gender promotions? an individual's appearance in terms of their physical attractiveness, grooming, and physique have been found to affect perceptions of their masculinity and femininity. University of minnesota resume.
as men and women assume different roles, they would be expected to view themselves differently and this change in self-concept would likely influence their perceptions of marketing strategies, in particular, promotional strategies and product positioning. roles and consumer perceptions of promotions, products, and self: what do we know and where should we be headed? this paper reviews research investigating the influence of changing sex roles on individualist perceptions of a) promotions. Would like you consider my resume
although consumers commonly hold gender images of products, the basis of those gender images is not completely understood. do consumers weigh promotional cues on an equal footing with usage cues in forming gender images for products? conclusion researchers have made considerable progress in broadening our understanding of the effects of changing sex roles on consumers' perceptions of products and promotions.