The effect of non-stereotypical gender role advertising on consumer evaluation

Chu, Kyounghee; Lee, Doo-Hee; Kim, Ji Yoon

doi:10.1080/02650487.2015.1110942

Cited by 97 publications

(44 citation statements)

References 53 publications

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“…Two of the articles survey a nationally representative sample of advertisers and consumers Taylor and Sarkees, 2016). Two articles use data collected from a consumer panel (Chu, Lee, and Kim, 2016;Orazi, Bove, and Lei, 2016), and four use experimental data collected from laboratory settings (Bhatnagar and McKay-Nesbitt, 2016;Kang et al, 2016;Chen-Fang 2016;Yoon, Kim, and Baek 2016). The use of multiple methods across studies increases the validity of overall findings reported in the issue, as strengths and weaknesses complement one another.…”

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confidence: 99%

“…Chu, Lee, and Kim (2016) examine what happens when a spokesperson's gender is incongruent with a product's gender image. They find that consumers who have independent self-construal and high need for uniqueness will have positive reactions to non-stereotypical novelty, but consumers who have interdependent self-construal and low need for uniqueness will show negative cognitive resistance.…”

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confidence: 99%

“…The nine articles selected for the special issue are rigorously selected, as all of the articles presented here have gone through a regular IJA peer review process. These articles contribute to advertising theory, research, and practice by (1) uncovering individual differences in perception of advertising messages and their consequences for social and environmental behaviors (Bhatnagar and McKay-Nesbitt, 2016;, (2) reconciling societal and business interests (Kim, Williams, and Wilcox, 2016;Taylor and Sarkees, 2016), (3) identifying a message factor that determines eco-friendly behaviors (Chen, 2016;Yoon, Kim, and Baek, 2016), and (4) identifying source factors that enhance and weaken advertising effectiveness (Chu, Lee, and Kim, 2016;Kang et al, 2016;Orazi, Bove, and Lei, 2016).…”

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Introduction to the special issue on social and environmental issues in advertising

Yoon

2016

International Journal of Advertising

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Introduction to the special issue on social and environmental issues in advertising

Yoon

2016

International Journal of Advertising

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“…Um estudo do IBOPE (2016), Instituto Brasileiro de Opinião Pública e Estatística, revelou que os gastos com propagandas declarados no Brasil somente no primeiro semestre do ano totalizaram R$60,7 bilhões de reais. Este número reforça a importância da realização de campanhas de sucesso, sendo um dos pontos críticos o direcionamento para o público de forma correta.…”

Section: Introductionunclassified

“…De acordo com Lansley e Longley (2016), o gênero é uma das variáveis que tem forte influência no consumo e no comportamento dos indivíduos. Diversas pesquisas ressaltam as diferenças entre homens e mulheres na apreciação de anúncios (CARTOCCI et al, 2016;SHAOUF;LU;LI, 2016;WAN;LUK;CHOW, 2014;FRANCH, 2014;VECCHIATO, 2014) assim como na atenção e na atitude em relação a estes (SAOUF; LU; LI, 2016;JUNG;ROVLAND, 2016;FRANCH, 2014;GOODRICH, 2014).…”

Section: Introductionunclassified

Diferenças na atenção visual e na atitude em relação a diferentes tipos de anúncio: um estudo sobre o impacto do gênero e do envolvimento

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Devido ao alto número de propagandas que um consumidor é exposto em um único dia, tornase fundamental que as empresas produzam anúncios que atinjam de forma efetiva seu público-alvo. Um anúncio precisa chamar a atenção de uma pessoa e, ainda, impactar em suas atitudes. Ressalta-se que fatores como gênero e nível de envolvimento do consumidor são variáveis que impactam na atenção dedicada a um anúncio e nas ações posteriores a este. Ainda, a forma como o anúncio é elaborado, ou seja, o tipo de anúncio, pode interferir nas reações dos consumidores. Este estudo teve por objetivo identificar como diferentes tipos de anúncio, sejam estes direcionados ao público masculino, feminino ou neutros impactam na atenção visual e nas atitudes em relação a estes anúncios e, também, como o gênero e o nível de envolvimento influenciam nessa relação. Através de um pré-teste, foram selecionadas seis imagens para compor o estudo. Através de um experimento, os participantes foram divididos em três grupos e submetidos a visualização de um dos tipos de anúncio escolhido. A coleta de dados foi dada por meio do eye-tracking e de questionários e os dados foram analisados por meio da análise fatorial, testes de hipótese e complementados com estatística descritiva. Foi identificado que o tipo de anúncio impacta na atenção visual e nas atitudes em relação ao anúncio. Em relação às variáveis moderadoras do estudo, foi visto que o gênero impacta apenas nas respostas dos anúncios considerados masculinos e que, de forma mais evidente, o nível de envolvimento impacta nas respostas dos anúncios, principalmente nas atitudes em relação ao anúncio. Due to the high number of advertisements that a consumer is exposed in a single day, it is critical that companies produce ads that effectively reach their target audience. An ad needs to catch a person's attention and still impact their attitudes. It should be noted that factors such as gender and level of consumer involvement are variables that impact on the attention devoted to an ad and on the actions subsequent to it. Yet, the way the ad is designed, that is, the type of ad, can interfere with consumer reactions. The purpose of this study was to identify how different types of advertisements, whether directed at the male, female or neutral public, impact on visual attention and attitudes towards these ads, and how gender and level of involvement influence this relationship. Through a pre-test, six images were selected to compose the study. Then, through an experiment, the participants were divided into three groups and submitted to the visualization of one of the chosen ad types. Data were collected through eye-tracking and questionnaires and the data were analyzed through factorial analysis, hypothesis tests and complemented with descriptive statistics. It has been identified that the type of ad impacts on visual attention and attitudes toward the ad. Regarding the moderating variables of the study, it was seen that the gender impacts only on the responses of the ads considered masculine and that, mo...

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Gender‐Role Portrayals in Advertising: State of the Art and Cross‐Cultural Differences

Koinig

Diehl

Terlutter

2020

The International Encyclopedia of Gender, Media, and Communication

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The topic of gender‐role portrayals in advertising has received considerable academic interest and has been subject to much debate—increasingly also from a cross‐cultural perspective. An aspect that has repeatedly been taken up concerns gender stereotyping, stressing certain beliefs that are found to be attributable especially to men or women. Aspects that are commonly prone to stereotyping are character traits, physical characteristics, and occupational status. A large number of cross‐cultural studies has looked at how gender representation compares across countries, including the United States, Europe, and Asian countries. Evidence attesting to the prevalence of gender stereotyping is contradictory as it is both claimed to increase and decrease, depending on the focus of investigation. Lately, gender‐role portrayals have been connected to the cultural dimensions of masculinity/femininity and gender egalitarianism. The topic of gender in advertising warrants discussion not only from the various angles mapped out here, but also with a special cross‐cultural focus, while also not disregarding present trends like gender mainstreaming and future developments.

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The effect of non-stereotypical gender role advertising on consumer evaluation

Cited by 97 publications

References 53 publications

Introduction to the special issue on social and environmental issues in advertising

Introduction to the special issue on social and environmental issues in advertising

Diferenças na atenção visual e na atitude em relação a diferentes tipos de anúncio: um estudo sobre o impacto do gênero e do envolvimento

Gender‐Role Portrayals in Advertising: State of the Art and Cross‐Cultural Differences

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