Cover model gender influence on magazine perceptions and purchase intention
Goode, Lauren M.
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Many studies have examined the use of gender in magazine advertisements but none have looked at the impact of model gender on the covers of magazines. An experimental study examining 208 (71 male) undergraduate students’ opinions on 24 fictional magazine covers provides insight into the attitudes, perceptions of competency, and purchase intentions of consumers. This study revealed through an analysis of variance that there is no strong relationship between consumer gender and cover model gender combinations and consumer attitude toward a magazine, perception of a magazine’s competency, or consumer purchase intention of a magazine in any of the three genres studied (general interest, fitness, and outdoor). However, results regarding attitude, competency, and purchase intention did achieve marginal significance; therefore, it is possible that future replication of this research using more male subjects may result in more significant findings.