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Title
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How consumers' values influence responses to male and female gender role stereotyping in advertising
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Author
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Abstract
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| The present study aims to explore the moderating effect of culture-related values on responses to male and female gender role stereotyping in advertising. Based on an experiment in Sweden (n = 507) and Germany (n = 506), we test the impact of respondents' masculinity, power distance, assertiveness values and feminine role orientation on ad attitudes and brand attitudes. The results show that, in general, perceived stereotyping contributes positively to ad and brand attitude, and this effect is enhanced for more masculine, more power distant, more assertive and less feminine-role oriented individuals. In addition, consumers respond more negatively to perceived female stereotyping compared to male stereotyping, and this is especially true for more power distant and more assertive individuals. |
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Language
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English
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Source (journal)
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International journal of advertising. - London
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Publication
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London
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2018
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ISSN
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0265-0487
1759-3948
[online]
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DOI
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10.1080/02650487.2017.1354657
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Volume/pages
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37
:6
(2018)
, p. 893-913
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ISI
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000457552500004
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Full text (Publisher's DOI)
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Full text (open access)
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