Effects of presenting ads of male or female models portraying traditional or alternative roles on a person's intention to purchase.

• Main Authors: Macalalad, Mary Joyce, Rudio, Nicole, Villegas, Valerie Ellen
• Format: text
• Language: English
• Published: Animo Repository 1999
• Subjects: Advertising; Comparative Analysis; Consumer behavior > Social aspects.; Personality and Social Contexts
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10145
• Institution: De La Salle University

A person's intention to purchase is the variable being measured in this study. There are three variables being manipulated in order to see if they have an effect on the intention to purchase. These three variables are the gender of the respondents, the gender of the model in an advertisement and the role portrayed by the model in an advertisement. The researchers would like to know if the gender of the respondents, gender of the model in the ad or the role being portrayed by the model in the advertisement will or will not have a significant effect on the intention to purchase. An experiment would be used in order to gather information to prove the hypotheses given in this research. 240 graduate students of De La Salle University participated in this experiment. 40 students (20 males and 20 females) were taken from the 6 colleges as a representation of the whole university. Self-prepared ads and a corresponding questionnaire was made for the respondents. The ad contains a neutral product and the questionnaire contains a semantic scale to measure the intention to purchase. A quantitative analysis would be used to further understand the results of this experiment. Three-Way ANOVA was used in order to come up with the different interactions of the variables. An alpha level of .05 is used as their significance level. As a result, the gender of the respondent and the role portrayed by the model in the ad had a significant effect on the intention to purchase. It's significance value is .005. Also, a descriptive analysis was made on this effect and it showed that the male's intention to purchase are more affected by the role portrayed by the model unlike in females. From the result that gender of the respondent and the role portrayed by the model in the ad significantly affects the intention to purchase, it was concluded that traditionalism is still present. Not only that, based on the analysis, it was concluded that the males are more affected by the role portrayed by the model in the ad than the females.