GENDER IDENTITY ROLES IN TOURISM AND THEIR EFFECTS ON CONSUMER BEHAVIORS

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.