In this study, especially focused on the concept of psychological-based gender identity and researched if there is a differentiation characteristic of consumers' sex and gender identity roles (masculinity, femininity, androgynous and neutral) on consumers' attitude toward advertisements of accomodation establishments.According to the results,there is a general accordance between biological sex and gender identity roles of individuals and alsothe results of the previous studies were made in

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... rent areas in the same subject was supported with determination ofit is possible to participants have gender identity roles different from their biological sex to some extent.Otherwise; determination of theadvertisements ofaccomodationestablishments, contain feminine messages, are more preferred by people who have feminine and androgynous identity than the others; and advertisements ofaccomodationestablishments, contain masculinemessages, are preferred by all gender identity roles are ones of the results