GENDER IDENTITY ROLES IN TOURISM AND THEIR EFFECTS ON CONSUMER BEHAVIORS

Year 2018, Volume: 10 Issue: 2, 0 - 0, 31.12.2018

Burcu Koç , Özgür Yayla , Yalçın Arslantürk Evren Güçer

Abstract

Gender identity concept represents “masculine, feminine, androgynous and
undifferentiated” personality characteristics in psychology. According to the
term, while a male might exhibit feminine attitudes in psychological gender
aspect, a female might possess masculine features. Dimensions and inventories of
gender identity roles and their impacts on consumer behaviors have been studied
constantly in marketing and psychology literature. Some of the research findings
support that consumer behaviors might as well be affected by psychology-based
gender roles. In this study, respondents were included in four groups by using
Bem’s Sex Role Inventory and then, they were asked to evaluate two different
visual and verbal advertising materials (Feminine & Masculine). Consequently,
the structural relationship between respondents’ perception and purchase
intention toward both ads according to the general average of the gender identity
roles was tried to be given. 

Keywords

Gender Identity Roles, Tourism, Consumer Behavior

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