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

The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities elicit strong positive responses and (2) to identify the factors that moderate/mediate the impact of gender identity congruity on consumer responses to advertisements. The research findings provide evidence of the ability of gender identity congruity to elicit positive responses to advertising appeals. The relationship between gender identity congruity and responses to the advertisement is mediated by advertising involvement. The moderating roles of national culture, physical concern, and physical view are also supported. Overall, the congruity theory provides a powerful framework to examine consumer responses to gender portrayals in advertising. ©2009 Wiley Periodicals, Inc.     

Gender stereotypes in advertising: a review of current research

The purpose of this paper is to highlight the historical context of gender stereotypes in advertising and then examine the scholarship related to gender stereotypes. Gender portrayals in advertising have been examined extensively in the last five decades and still remain an important topic. Changing role structure in the family and in the labor force has brought significant variation in both male and female roles and subsequently how it is reflected in advertising. It has been noted that there is a culture lag. Sexes for a long period of time were depicted in advertising in more traditional roles. Women were presented in an inferior manner relative to their potential and capabilities, while at the same the data indicated a shift towards more positive role portrayals. The changing role of men is the area that has seen the greatest interest in the past few years. Men are depicted in advertising in ‘softer’ roles, while interacting with their children. Men are also shown in more egalitarian roles. The paper finally attempts to outline the future research direction of gender portrayals in advertising. First, research should focus on examining gender portrayals in online platforms, and find ways to modify current coding schemes to digital formats. Second, companies and the media are beginning to pay attention to a once largely ignored segment the lesbian/gay/bisexual/transgender (LGBT) consumer. Third, recent advertising has focused on the ‘empowered’ women called femvertising.     

Attitudes toward ads portraying women in decorative roles and female competition: an evolutionary psychology perspective

The portrayal of women in advertising is a prolific research topic and extant studies have emphasized the negative attitudes of female consumers toward stereotypic depictions of women in advertising in general. However, empirical evidence regarding female consumers’ responses to specific ads depicting women in decorative roles is scarce and conflicting. Drawing on the principles of evolutionary psychology, the present paper proposes that women's attitudes toward such ads are underlied by the evolved context-sensitive mechanism of intrasexual competition. Relevant hypotheses are tested through two experimental studies. The findings indicate that decorative portrayals in advertising elicit more favorable attitudes when female consumers compete through a self-promotion strategy with regard to a competitor derogation one. Additionally, the temporal orientation of self-referencing during ad processing emerges as a moderator of the influence of the motivational state elicited by the medium context on attitudes.     

Caring for her: the influence of presumed influence on female consumers’ attitudes towards advertising featuring gender-stereotyped portrayals

ABSTRACT

This study investigates how presumed influence on others affects women's evaluations of advertising featuring gender stereotypes. Previous research has largely overlooked the social context of the reactions to gender stereotypes. Addressing that gap, this study draws on the influence of presumed influence model to proposed that female consumers believe that other women are negatively affected by advertising that contains gender-stereotyped portrayals. This perception is hypothesized to influence ad and brand attitudes as consumers ‘punish’ the brand for hurting others. The results of two experimental studies featuring stereotyped and non-stereotyped advertising portrayals indicate that the hypothesis holds for two types of stereotype components (physical characteristics and role behaviour). This new theoretical perspective to the literature on gender stereotypes in advertising, one that helps to explain why many women dislike gender stereotypes in advertising even though those stereotypes often have limited impact on them personally.     

Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness

The advertising literature includes extensive research on the occurrence and effects of gender-role portrayals in advertising. None of these studies has examined the ways in which humor affects depictions and the advertising effectiveness of these portrayals. This article reports the results of content-analytic and experimental studies that investigate the occurrence and effectiveness of gender stereotyping in humorous and nonhumorous advertising. The findings from these studies are in line with the assumptions of information processing theories. They indicate that the way women and men are stereotyped in advertising is dependent on humor; in particular, traditional male stereotypes are more prevalent in humorous ads, whereas traditional female stereotypes are more prevalent in nonhumorous ads. With respect to the influence of these stereotypes, humor improves consumers’ attitudes, particularly if nontraditional stereotyping is utilized instead of traditional stereotyping. Furthermore, humor in stereotyped advertising influences women more than men. Women evaluate gender portrayals more favorably and as more credible in humorous ads than in nonhumorous ads, particularly when nontraditional stereotyping instead of traditional stereotypes are used. These findings provide implications for gender-role and humor research in advertising and for practitioners who wish to increase the effectiveness of ads that use stereotypes.     

Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor

The effects of portrayals of ethnic endorsers in advertising are ambiguous. These portrayals strengthen the ethnic identity of ethnic minority groups, thus leading to positive responses toward the ad. They can lead to negative responses, because these portrayals can be perceived as stereotyped. Humor is a tool that can increase positive effects of identity-building and reduce negative effects of stereotyping. In this study, we investigate how humor moderates the effects of ethnic advertising on consumers from ethnic minority and majority groups. We find that humor supports the effects of traditional portrayals for both groups. Moreover, the effect of traditional portrayals combined with humor is strongest for the minority group. These findings provide evidence for the positive effects of humor in ethnic advertising and thus provide new insights to the stereotyping, ethnic advertising, and humor literature. The findings have practical implications for advertising using ethnic endorsers, humor, or targeted at ethnic minority groups.     

Communion-over-Agency Effects on Advertising Effectiveness

Gender-stereotypical portrayals of communal women and agentic men are highly common in advertising. But past research indicates that advertising effectiveness is higher when endorsers are portrayed as communal – irrespective of their gender. The aim of the current research is to explore this communion-over-agency effect on advertising effectiveness and its underlying mechanism. Two studies provide evidence for a communion-over-agency effect on advertising effectiveness (i.e., attitude toward the ad and brand). These studies show that the communion-over-agency effect on attitude toward the ad is mediated by endorser likeability (simple mediation). The effect on attitude toward the brand is mediated by endorser likeability and attitude toward the ad (serial multiple mediation). In concert, this research underscores the significance of communion (and agency) on endorser evaluation and advertising effectiveness.     

The effect of traditionally marginalized groups in advertising on consumer response

Increasingly, national brands have cast people from marginalized groups in advertising. It is important to understand the elements that influence consumers’ responses to advertisements featuring groups who have been traditionally excluded from advertising campaigns. Although consumers may wish to buy brands that support their own views on human rights and equality, we propose that consumers in the target market may be uncomfortable if the group portrayal contradicts their beliefs about the topic, concept, or social groups in the ad. Across two studies, we show that when an ad creates this type of internal contradiction within consumers, it may elicit a more negative response than an ad portraying a more traditional model. However, we also find preliminary evidence that using models from marginalized groups can be more effective than using more traditional models—as long as such portrayals do not violate certain target consumers’ schemas. The implications of these results will be discussed.     

"What about the Intended Consequences?"

Research that examines race-stereotyped advertising emphasizes the social impact of these representations and overlooks the potential positive effect on advertising effectiveness. The present research examines the effects of race-stereotyped portrayals on advertising effectiveness among both members and nonmembers of a group that is stereotyped in an advertisement. We integrate research on consumer identity, social categorization, and advertising persuasion to hypothesize the process underlying viewers' attitude formation when exposed to advertising featuring a race-stereotyped portrayal. Results of an experiment conducted in South Africa demonstrate that members of the group that is the subject of the stereotyped portrayal (stereotyped viewers) feel offended. At the same time, results suggest that nonstereotyped viewers experience ambivalence when exposed to stereotyped portrayals. Findings highlight the role of viewers' strength of identification and provide guidance to advertisers with regard to the use of stereotyped portrayals in advertising.     

Saying “No” to Cake or “Yes” to Kale: Approach and Avoidance Strategies in Pursuit of Health Goals

In developing plans for achieving health‐related goals, two fundamentally different strategies are often used: focusing on healthy foods that one should include in their diet, such as kale (referred to as “approach”), and focusing on unhealthy foods that one should exclude from their diet, such as cake (referred to as “avoidance”). The present research examines the differential effectiveness of approach‐ and avoidance‐based strategies across levels of self‐control, highlighting differences in food choices. The results reveal that those low in self‐control focus on avoidance items they really like and approach items that are less appealing, while those higher in self‐control show an opposite pattern, leading to more‐motivating plans. In addition, the results show that the self‐control by strategy type interaction on liking leads to differences in propensity to choose healthy items. Overall, this research highlights the importance of understanding differences in the implementation of commonly recommended strategies to improve one's health and wellness.     

“That’s Interesting!” in Entrepreneurship Research

In order for a work on entrepreneurship to be published and attract attention, it must be interesting. The aims of this study are to understand why entrepreneurship scholars perceive entrepreneurship studies as interesting, what they consider interesting, and how they distinguish themselves from management scholars in their perception of interestingness. The study is based on responses from 915 entrepreneurship scholars. Our results contribute to empirically nuancing the dimensions that scholars perceive as interesting, and also to identifying groups of entrepreneurship scholars that perceive interestingness in different ways, and to demonstrating the similarities and differences between entrepreneurship and management scholars.     

Dominant firms, “deep pockets,” and local market competition in banking

It has been argued that “deep pockets” and the diversified structure of large firms enable them to engage in predatory pricing in order to force their pricing policy on smaller firms in a market. Although there is some case history evidence that large firms may actively intimidate smaller rivals, there is no evidence of a more generalized nature. Therefore, this study undertakes a cross section investigation of the effects of large, dominant firms on competition in local markets. The basic hypothesis is that the presence of large firms in a market will be reflected in relatively limited rivalry and poor profit and price performance. The analysis focuses on 259 local markets in commercial banking in each of the years 1966, 1970, and 1976. Regression results provide tentative support for the hypothesis. Prices tend to be relatively high and rivalry is weak in markets where dominant firms are relatively important.     

“Made in Country” Versus “Made in County”: Effects of Local Manufacturing Origins on Price Perceptions

Consumers often use an array of extrinsic and intrinsic attributes to infer product quality and to assess monetary sacrifice. However, literature reveals little about how and if consumers would use information on product's manufacturing origins differently if it was national rather than local. In two studies, the role played by uncertainty in judgments of the quality of locally made products is examined. It is shown that when consumers are motivated to process information and quality ratings are high, local identity effects are elicited and monetary sacrifice perceptions are diminished. These results suggest that favorable quality ratings need to be prominently featured when promoting locally made products, and that locally made products are preferred to national ones only when quality is not a concern.     

Aligning employees through “line of sight”

Aligning employees with the firm's larger strategic goals is critical if organizations hope to manage their human capital effectively and ultimately attain strategic success. An important component of attaining and sustaining this alignment is for employees to have a “line of sight” (LOS) with their organization's strategic objectives. In this article, we illustrate how the translation of calculated firm goals into tangible results requires that employees not only understand the organization's strategy, but also accurately appreciate what actions are aligned with realizing that strategy. Using recent empirical evidence, theoretical insights, and tangible examples of exemplary firm practices, we provide thought-leaders with a comprehensive view of LOS by showing how it can be created, how it can be enhanced or stifled, and how it can be effectively managed. Further, we integrate LOS with current thinking on employee alignment to help managers more effectively benefit from understanding human capital potential.     

Sexual Issues: The Analysis of Female Role Portrayal Preferences in Taiwanese Print Ads

For a long time, female endorsers in advertising have been doing product information promotion in the market. However, with more and more highly educated women participating in the labor force, the conception of feminist depictions in advertising have become a perplexing issue. The traditional female role portrayals or stereotypes of the past are not able to totally reflect the expectations, behavior, attitudes, and beliefs of contemporary women. The author collected print ads as data from three types of the highest circulation magazines: foreign women’s magazines (Chinese edition), domestic women’s magazines, and domestic management magazines subscribed to in Taiwan to investigate what were the favorite feminine patterns and feminist depictions in a traditionally masculine society. The results showed classical beauty and girl-next-door images were “acceptable” gender-role behavior exposed highly in domestic magazines, which might contribute to conservative Confucian beliefs. On the other hand, being trendy was a significantly high preference for contemporary feminist depictions in foreign women's magazines; it might be considered as being due to the increased educational level of women and female labor participation rate in the work place as well as upgrading of social status.     

COMMENT ON “SKEWNESS‐AWARE ASSET ALLOCATION”

This paper discusses risk measures proposed by Low et al. One of their new risk measures is skewness‐aware deviation, which is closely related to constant absolute risk aversion utility functions. This measure captures downside risk more effectively than traditional variance does. The authors also propose a second measure, skewness‐aware variance, which is derived from skewness‐aware deviation. This measure simplifies asset allocation problems and empirical results indicate that it captures risk better than traditional variance. However, this measure is also found to be inconsistent due to factor selection. Additionally, in the aspect of skewness‐aware deviation, optimal portfolios based upon skewness‐aware variance are sometimes less efficient than optimal portfolios that base themselves on traditional variance.     

Social Comparison Goals and the Consumption of Advertising: Towards a More Contingent View of Young Women’s Consumption of Advertising

In this paper we use a small-scale exploratory study to challenge current interpretations of the potential effects of the portrayals of women in print advertising on young women’s self-esteem and body image. We examine how young women’s self-perception and self-esteem may be affected depending on their goal for social comparison: self-evaluation, self-improvement and self-enhancement. The results indicate that the goal for social comparison is an important moderating influence on how advertising images are interpreted and consumed. The findings confirm and extend earlier studies; and provide support for challenging prevalent views of women, firstly as passive consumers of advertising messages; secondly, as necessarily susceptible to negative self assessment in response to ideal images in advertising; and thirdly as pursuing only one goal in their consumption of advertising.     

Attribution Effects of Time Pressure in Retail Supply Chain Relationships: Moving From “What” to “Why”

Retail supply chains must be responsive to consumer demand and flexible in adapting to changing consumer preferences. As a result, suppliers are often expected to deal with time pressure demands from retailers. While previous research demonstrates that time pressure can have longer term relational costs that reduce collaborative behaviors and overall relationship quality, this mixed‐methods study goes further by accounting for attribution effects to explain why the time pressure occurs. Specifically, supplier perceptions for the reason of time pressure being within or beyond a retailer's control, rather than time pressure itself, appear to have a stronger effect on relational outcomes. By investigating time pressure through the lens of attribution theory, this research opens a new inquiry of research that moves away from examination of outcomes themselves (the “what”), to examining “why” the outcome occurred.     

“Autonomous,yet Connected”: An esthetic principle explaining our appreciation of product designs

Esthetic principles describe the levels or combination of design dimensions that are esthetically appreciated. Current principles focus on dimensions connected to product design itself (e.g., unity and variety) or dimensions that refer to a product design's relationship to other product designs (e.g., typicality and novelty). However, product design also has a social significance—they help consumers shape their identity—and this social dimension has hitherto been overlooked in research on esthetic appreciation. In this paper, we propose and investigate the social esthetic principle “Autonomous, yet Connected.” In four studies, we show that a product's design leads to the highest esthetic appreciation if it strikes an optimal balance between nurturing the two seemingly opposite needs for connectedness and autonomy. Further, we show how conditions of safety and risk moderate the effects of the principle, which suggests our principle may have evolutionary grounding.     

Consumer Decision Making Regarding a “Green” Everyday Product

One of the techniques marketers use to convert low‐involvement products into high‐involvement ones is adding an important product feature. A case in point is the common practice of adding a “green” or environmentally friendly product feature to an everyday product, something which is often assumed to elevate consumer involvement in the choice of the product. However, there is a lack of research investigating whether adding such a “green” product attribute actually makes any difference to how consumers make choices. Does the way in which consumers make decisions about groceries change when both “green” and conventional alternatives are available? Does it make them deliberate more or do they just develop another, simple choice heuristic? Based on observation and follow‐up interviews of consumers at the milk counter in two supermarkets which stock both organic (a “green” attribute) and conventional milk, it is concluded that, rather than changing the way consumers make decisions when buying this type of product, the availability of a “green” alternative seems to make “green” consumers develop a new, simple choice heuristic that allows them to do their shopping as effortless and time‐efficient as consumers buying conventional products.