Tüketicilerin Biyolojik Cinsiyet ve Cinsiyet Kimliği Rollerinin, Konaklama İşletmelerinin Uyguladıkları Reklamlara Yönelik Tutumlarına Etkisinin İncelenmesi
The Examination of the Effects of Biological Gender and Gender Identity Roles on Attitude of the Consumers to Advertisements Applied by Accommodation Operations

Summary/Abstract: 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 accommodation establishments. According to the results,there is a general accordance between biological sex and gender identity roles of individuals and also the results of the previous studies were made in different areas in the same subject was supported with determination of it is possible to participants have gender identity roles different from their biological sex to some extent.Otherwise; determination of the advertisements of accommodation establishments, contain feminine messages, are more preferred by people who have feminine and androgynous identity than the others; and advertisements of accommodation establishments, contain masculine messages, are preferred by all gender identity roles are ones of the results.

• Details
• Contents