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Gender Identity and Congruence Essay Preview: Gender Identity and Congruence Report this essay Aston Business School Aston University THE IMPACT OF GENDER IDENTITY CONGRUENCE ON DIFFERENTIAL RESPONSES TO UTILITARIAN AND HEDONISTIC APPEALS Submitted by: Ramneak CHAUHAN Submitted on: July 2006 MSC in Marketing Management 2005-2006 Supervised by Dr. Amanda J. Broderick Name: CHAUHAN, Ramneak Course:.