How Sexualised Images in Advertisements Influence the Attention and Preference of Consumers with a Modern View
Kristian Pentus,
Mariia Ruusu,
Andres Kuusik
et al.
Abstract:This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes.
This research used a methodological approach based on eye tracking of the perception of advertising images – an eye-tracking study measured how the general attitudes towards gender roles mediate attention. A control question for attitudes towards gender stereotypes was used. The degree of preference for advertising was also exam… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.