Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

  title={Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models},
  author={Brett A. S. Martin and Juergen Gnoth},
  journal={Marketing Letters},
This research examines how men react to male models in print advertisements. In two experiments, we show that the gender identity of men influences their responses to advertisements featuring a masculine, feminine, or androgynous male model. In addition, we explore the extent to which men feel they will be classified by others as similar to the model as a mechanism for these effects. Specifically, masculine men respond most favorably to masculine models and are negative toward feminine models… 
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