Attitudes of Contemporary European Women Toward Sex Role Portrayal, Company Image and Purchase Intention: The French versus U.S. Experience

Lundstrom, William J.; White, David S.; Chopoorian, Jack A.

doi:10.1362/026725799785045879

Cited by 10 publications

(6 citation statements)

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“…The fit statistics for the revised model were considered satisfactory: chi-square (149) = 215, p = 0.057, GFI = 0.913, The survey instrument for consumer a priori attitude was identical to the one used in the landmark Lundstrom and Sciglimpaglia (1977) study and in follow-up studies (e.g. Ford, LaTour, & Lundstrom, 1991;Lundstrom et al, 1999;Lysonski & Pollay, 1990). Response to 10 attitude statements pertaining to the general perception of advertising role portrayals was measured using a 7-point Likert-style scale ranging from 1 = strongly disagree to 7 = strongly agree.…”

Section: Methodsmentioning

confidence: 99%

“…The corresponding scale for assessing consumer a priori attitudes on the issue of sex role portrayals in advertising was initially introduced by Lundstrom and Sciglimpaglia (1977) and validated in follow-up studies (Ford et al, 1997;Lundstrom, White, & Chopoorian, 1999). Adopting suggestions that consumer a priori attitudes or prejudices affect the effectiveness of a particular ad (Bhat et al, 1998), this study examines the role of consumer a priori attitudes in a sex role portrayal context.…”

Section: A Priori Attitudes As An Individual Difference Variablementioning

confidence: 99%

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Men's and women's responses to sex role portrayals in advertisements

Orth

Holancova

2004

International Journal of Research in Marketing

134

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Section: Methodsmentioning

confidence: 99%

Section: A Priori Attitudes As An Individual Difference Variablementioning

confidence: 99%

Men's and women's responses to sex role portrayals in advertisements

Orth

Holancova

2004

International Journal of Research in Marketing

134

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“…Existing research reveals that gender perceptions and attitudes towards the portrayal of women in advertising, are influenced by lifestyle, demographic variables and feminine role orientation (Roberts and Loggan, 1977;DeYoung and Crane, 1992;Ford et al, 1991;Lundstrom et al, 1999;Ford and LaTour, 1993;LaTour et al, 1998;Venkatesh, 1980;Wolin, 2003). Attitudes seem to vary across different countries, while dissimilarities in perceptions also exist between genders and among age-groups (DeYoung and Crane, 1992;Ford et al, 1997;Odekerken-Schröder et al, 2002;Reichert et al, 2007).…”

Section: Correlational Studiesmentioning

confidence: 99%

Male and female attitudes towards stereotypical advertisements: a paired country investigation

Theodoridis¹,

Kyrousi

Zotou

et al. 2013

Corp Comm: An Int Jnl

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Purpose -The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female stereotypical advertisements and attitudes towards specific advertising stimuli, providing evidence from Greece and Cyprus. Design/methodology/approach -Male and female respondents (158 in Cyprus and 156 in Greece) indicated their general attitudes towards female stereotypes in advertising and were subsequently exposed to three stereotypical advertisements, to which they expressed their specific attitudes. Findings -The results of the study prove that in countries with similar cultural backgrounds, such as Greece and Cyprus, general attitudes towards stereotypes in advertising do not have significant differences. General attitudes towards sex role portrayal in advertising directly impact attitudes towards specific advertisements. Further, it was demonstrated that respondents' gender plays a key role in attitude formation. The age of the respondents is also of interest, given that differences exist in general attitudes towards stereotypes in advertising and in attitudes towards specific stereotypical advertisements within respondents of the same gender, but of a different age bracket. Originality/value -The key potential contribution of this study is threefold. First, it investigates the effect of gender and age on attitudes towards stereotypes in advertising. Second, it establishes a causal relationship between general attitudes towards stereotypical advertisements and attitudes towards specific advertising stimuli. Third, the study further validates the established relationship and the relevant measures across culturally similar countries.

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“…The United States and France are similar in that both countries are postindustrialized societies with different yet similar cultures and value systems (Lundstrom, White, & Chopoorian, 1999). France and the United States are also similar to each other with respect to many socioeconomic factors that affect advertising.…”

Section: Introduction and Definitionsmentioning

confidence: 98%

Testing U.S. Advertising Belief and Attitude Measures in France

Truong

McColl

Descubes

2009

J. of Euromarketing

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This article aims at testing the cross-national equivalence of advertising belief and attitude measures from the Unites States and France and an initial cross-national comparison of beliefs and attitudes toward advertising in general between samples from the United States and France. A field study among 100 U.S. and 98 French respondents was conducted using established measures of advertising belief and attitude measures. The research at hand found that U.S. respondents exhibited significantly more favorable beliefs toward the economic and social effects of advertising as well as significantly more favorable attitudes toward the institution of advertising and the instrument of advertising in general. The findings suggest that existing advertising belief and attitude measures are equally applicable and yield similar structures in the United States and France. However, the results of structural equation modeling suggest that cross-cultural advertising belief and attitudes might be better measured using either a two-factor or three-factor measure rather than the one-factor approach proposed in the literature.

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Attitudes of Contemporary European Women Toward Sex Role Portrayal, Company Image and Purchase Intention: The French versus U.S. Experience

Cited by 10 publications

References 0 publications

Men's and women's responses to sex role portrayals in advertisements

Men's and women's responses to sex role portrayals in advertisements

Male and female attitudes towards stereotypical advertisements: a paired country investigation

Testing U.S. Advertising Belief and Attitude Measures in France

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