Congruity in gender-neutral advertisement: A comparative cross-sectional study

Abstract: The purpose of this thesis is to study the impact the gender congruency between an individual and an advertisement has on the attitudes towards the advertisement of gender-neutral skincare product, while taking into consideration the potential cultural differences. This study used a quantitative approach to conduct a descriptive approach and cross-sectional research design. Non-probability convenience sampling was conducted, and the online survey encompassing of 13 questions was distributed. The conceptual framework of the research is structured based on the previous literature and consist of three main theoretical parts of attitude, gender identity theories and skincare industry. The literature concerning gender congruency between an advertisement and individual has been researched through the lens of a gendered product advertisement, our research contributing to the non-gendered advertisement. A total of 750 participants aged between 18-39 were chosen to be a part of this study, out of which 375 studied in Finland and 375 studied in Lebanon. This research concluded that gender identity has an impact on the gender congruency between the individual and the advertisement of the gender-neutral skincare product. This in turn has an impact on the attitudes towards the advertisement, leading to purchase intention. To specify, country of studies has a moderating effect on the relationship between gender identity and gender congruency. Furthermore, there is a relationship between gender congruency and attitudes towards the advertisement of the gender-neutral skincare product. The findings of our research explain that a lot of importance and understanding should be given to the gender identities of consumers and the masculinity/femininity levels of the country in order to promote a gender-neutral skincare product.