fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)

Forschungsergebnis (Zeitschriftenartikel)

Sarah De Meulenaer, Nathalie Dens, Patrick de Pelsmacker, Martin Eisend: How Consumers' Values Influence Responses to Male and Female Gender Role Stereotyping in Advertising

Abstract

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.

Autor Sarah De Meulenaer, Nathalie Dens, Patrick de Pelsmacker, Martin Eisend
Titel des Aufsatzes How Consumers' Values Influence Responses to Male and Female Gender Role Stereotyping in Advertising
Jahr 2018
Zeitschrift Zeitschrift International Journal of Advertising
Ranking C (VHB-Jourqual 2.1 (2011))

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Sarah De Meulenaer, Nathalie Dens, Patrick de Pelsmacker, Martin Eisend: How Consumers' Values Influence Responses to Male and Female Gender Role Stereotyping in Advertising. In: International Journal of Advertising, 2018 .