İşletme Araştırmaları Dergisi (Dec 2013)

The Examination of the Effects of Biological Gender and Gender Identity Roles on Attitude of the Consumers to Advertisements Applied by Accomodation Operations

  • Evren Güçer,
  • Özgür Yayla,
  • Burcu Koç

Journal volume & issue
Vol. 5, no. 4
pp. 133 – 145


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In this study, especially focused on the concept of psychological-based gender identity and researched if there is a differentiation characteristic of consumers’ sex and gender identity roles (masculinity, femininity, androgynous and neutral) on consumers’ attitude toward advertisements of accomodation establishments.According to the results,there is a general accordance between biological sex and gender identity roles of individuals and alsothe results of the previous studies were made in different areas in the same subject was supported with determination ofit is possible to participants have gender identity roles different from their biological sex to some extent.Otherwise; determination of theadvertisements ofaccomodationestablishments, contain feminine messages, are more preferred by people who have feminine and androgynous identity than the others; and advertisements ofaccomodationestablishments, contain masculinemessages, are preferred by all gender identity roles are ones of the results