Cover model gender influence on magazine perceptions and purchase intention

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Cover model gender influence on magazine perceptions and purchase intention

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dc.creator Goode, Lauren Michelle
dc.date.available 2012-06-01T17:04:07Z
dc.date.issued 2007-12
dc.identifier.uri http://hdl.handle.net/2346/8458
dc.description.abstract 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.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.subject Cover Models
dc.subject Gender
dc.subject Advertising
dc.subject Competence
dc.subject Purchase
dc.title Cover model gender influence on magazine perceptions and purchase intention
dc.type Thesis
dc.contributor.committeeMember Gangadharbatla, Harsha
dc.contributor.committeeMember Gallagher, Amanda
dc.contributor.committeeChair Callison, Coy
dc.degree.department Mass Communications
dc.degree.discipline Mass Communications
dc.degree.grantor Texas Tech University
dc.degree.level Masters
dc.degree.name Master of Art
dc.rights.availability Unrestricted.

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