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Congruity in gender-neutral advertisement: A comparative cross-sectional study

Puolakka, Emmi Pauliina LU and Najem, Tatiana LU (2020) BUSN39 20201
Department of Business Administration
Abstract
The purpose of this thesis is to study the impact the gender congruency between
an individual and an advertisement has on the attitudes towards the
advertisement of gender-neutral skincare product, while taking into
consideration the potential cultural differences. This study used a quantitative approach to conduct a descriptive approach and
cross-sectional research design. Non-probability convenience sampling was
conducted, and the online survey encompassing of 13 questions was distributed. The conceptual framework of the research is structured based on the previous
literature and consist of three main theoretical parts of attitude, gender identity
theories and skincare industry. The literature concerning gender congruency
between... (More)
The purpose of this thesis is to study the impact the gender congruency between
an individual and an advertisement has on the attitudes towards the
advertisement of gender-neutral skincare product, while taking into
consideration the potential cultural differences. This study used a quantitative approach to conduct a descriptive approach and
cross-sectional research design. Non-probability convenience sampling was
conducted, and the online survey encompassing of 13 questions was distributed. The conceptual framework of the research is structured based on the previous
literature and consist of three main theoretical parts of attitude, gender identity
theories and skincare industry. The literature concerning gender congruency
between an advertisement and individual has been researched through the lens of
a gendered product advertisement, our research contributing to the non-gendered
advertisement. A total of 750 participants aged between 18-39 were chosen to be a part of this
study, out of which 375 studied in Finland and 375 studied in Lebanon. This research concluded that gender identity has an impact on the gender
congruency between the individual and the advertisement of the gender-neutral
skincare product. This in turn has an impact on the attitudes towards the
advertisement, leading to purchase intention. To specify, country of studies has a
moderating effect on the relationship between gender identity and gender
congruency. Furthermore, there is a relationship between gender congruency and
attitudes towards the advertisement of the gender-neutral skincare product. The findings of our research explain that a lot of importance and understanding
should be given to the gender identities of consumers and the
masculinity/femininity levels of the country in order to promote a gender-neutral
skincare product. (Less)
Please use this url to cite or link to this publication:
author
Puolakka, Emmi Pauliina LU and Najem, Tatiana LU
supervisor
organization
course
BUSN39 20201
year
type
H1 - Master's Degree (One Year)
subject
keywords
Gender identity, self-concept, gender congruency, gender-neutral product, skincare
language
English
id
9024562
date added to LUP
2020-07-30 11:55:09
date last changed
2020-07-30 11:55:09
@misc{9024562,
  abstract     = {{The purpose of this thesis is to study the impact the gender congruency between
an individual and an advertisement has on the attitudes towards the
advertisement of gender-neutral skincare product, while taking into
consideration the potential cultural differences. This study used a quantitative approach to conduct a descriptive approach and
cross-sectional research design. Non-probability convenience sampling was
conducted, and the online survey encompassing of 13 questions was distributed. The conceptual framework of the research is structured based on the previous
literature and consist of three main theoretical parts of attitude, gender identity
theories and skincare industry. The literature concerning gender congruency
between an advertisement and individual has been researched through the lens of
a gendered product advertisement, our research contributing to the non-gendered
advertisement. A total of 750 participants aged between 18-39 were chosen to be a part of this
study, out of which 375 studied in Finland and 375 studied in Lebanon. This research concluded that gender identity has an impact on the gender
congruency between the individual and the advertisement of the gender-neutral
skincare product. This in turn has an impact on the attitudes towards the
advertisement, leading to purchase intention. To specify, country of studies has a
moderating effect on the relationship between gender identity and gender
congruency. Furthermore, there is a relationship between gender congruency and
attitudes towards the advertisement of the gender-neutral skincare product. The findings of our research explain that a lot of importance and understanding
should be given to the gender identities of consumers and the
masculinity/femininity levels of the country in order to promote a gender-neutral
skincare product.}},
  author       = {{Puolakka, Emmi Pauliina and Najem, Tatiana}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Congruity in gender-neutral advertisement: A comparative cross-sectional study}},
  year         = {{2020}},
}