This paper explores whether gender and sex role orientation, in terms of masculinity and femininity, may be associated with older cognitive age among young people. It predicts that masculinity should be associated with an older cognitive age. Two surveys (N = 254 respondents aged 18–22 years and N = 327 respondents aged 18–55 years), conducted in Taiwan, generally support this prediction. Moreover, this study predicts that masculinity influences people’s responses to media information that contains age cues, such as ads featuring models of various ages. The findings of another experiment (N = 141 respondents) in Taiwan show that young participants who are more masculine like relatively older models to a greater degree, and the degree to which they like the model influences their attitudes toward the advertised brand.
Sex Roles – Springer Journals
Published: Apr 24, 2009
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
All the latest content is available, no embargo periods.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud