Abstract:

Drawing on social cognitive theory and self congruity theory, this study examines the role of brand user stereotypes (in advertisements) on developing favorable intentions toward the ad (and thus toward the brand). Moderating effects of product involvement level within this relationship was also explored. Using qualitative methodology, five focus groups were conducted. Results support that brand user stereotypes in ads operate on advertising efficiency through the self-congruity theory. However, regardless of involvement level, consumers prefer to see a reflection of their ideal selves’ rather than actual selves through the stereotypes.Also, this is also one among few studies that emphasized brand user stereotypes should be consistent with not only the ideal selves of consumers but also the social gender role perceptions of them in creating advertising efficiency.

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