How consumers' values influence responses to male and female gender role stereotyping in advertising |
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| Authors: | Sarah De Meulenaer Patrick De Pelsmacker Martin Eisend |
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| Institution: | 1. Faculty of Applied Economics, Department of Marketing, University of Antwerp, Antwerpen, Belgium;2. Faculty of Economics and Business Administration, Department of Marketing, University of Antwerp, Antwerp, Belgium;3. Faculty of Economics and Business Administration, Department of Marketing, Ghent University, Antwerp, Belgium;4. Faculty of Business Administration and Economics, Department of Management &5. Marketing, European University, Frankfurt (Oder), Germany |
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| Abstract: | ABSTRACTThe 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. |
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| Keywords: | Female and male gender role stereotyping masculinity consumer responses regression |
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