The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imagery in Ads

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

“…A variety of empirical studies, however, indicate that those emotional batteries are captured in two or three core emotional dimensions. For example, in their study on the effect of consumer a priori attitudes on ad processing, Bhat, Leigh, and Wardlow (1998) reduced Holbrook and Batra's 29-item emotional battery by means of principal component analysis to three general emotional dimensions: approval, disapproval, and surprise.…”

“…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.…”

“…To classify and choose the specific ads used in the experiment, established procedures were followed (Bhat et al, 1998;Jaffe, 1994). A wireless phone service was selected as advertising object because it is popular with the target group, appeals to both female and male consumers, and because current advertisements frequently feature sex role portrayals.…”

The effect and moderation of gender identity congruity: Utilizing “real women” advertising images

“…Three featured different female portrayals (gender identities as described by Bem, 1974) for a product targeted to women, and a control advertisement. Systematic procedures were followed to select the ads used in this experiment (Bhat, Thomas, & Wardlow, 1998;Jaffe, 1994). First, a census of print advertisements was selected in the top five U.S., British, and French women's magazines over a six-month period based on three criteria: All the products advertised were perfumes targeted to women, all advertisements were full page, and the portrayal of a female image was a central element of the advertisement, except in the case of control ads.…”

Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach

“…Therefore we used the same measures for our study. To measure attitude toward the ad, we have adapted both standardized scales by Okazaki et al ( JA2010 andJIM2010) and the questions and scales measuring believability and irritation by Bhat, Leigh, and Wardlow (1998) ; not like = 1)" for the experimental ads (experimental ads were drawn by authors of the study to measure hard and soft sells) and for four real ads (copied from real newspapers as re-test).…”