An Assessment Of The Effect Of Gender Identity On The Consumption Of Alcoholic Beverages Advertising: A Case Of Delta Beverages.

Abstract The purpose of the study is to assess the effect of gender identity on the consumption of alcoholic beverages advertising in Zimbabwe‟s Delta Beverages. The research therefore sought to establish if males and females interpret alcohol advertisements the same. The way males and females interpret alcohol advertisements was analysed to assess if gender identity plays any role in the consumption of alcoholic beverages advertisements. The research also aimed to evaluate if masculinity and femininity affect information processing of alcohol advertisements and furthermore to analyze if gend…