Abstract
Datsun Go surely and boldly disturbed the prevailing gender order in automobile advertisements by airing a series of ‘women only’ automobile advertisements on Indian television channels. This study uncovers the phenomenological response of men to this supposed gender contamination of a male-gendered product. The study captures the change in participants’ construction of gender identity meanings of the car and its purchase probability in response to exposure to differently gendered advertisements of the car. Results indicate the significant impact of gender signals in advertisements on the viewers’ perception of the gender identity meanings of the car. The study also provides evidence of male acceptance of gender bending in automobiles. Managerial implications and theoretical contributions are discussed.
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