What Matters More—Breaking Tradition or Stereotype Content? Envious and Paternalistic Gender Stereotypes and Advertising Effectiveness

Magdalena J. Zawisza · Marco Cinnirella

97 citations0/0 files storedJournal of Applied Social Psychology

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Media, Gender, and Advertising Social and Intergroup Psychology Gender Diversity and Inequality

Abstract

The outcomes of 2 experiments investigating the effectiveness of advertisements that use (non)traditional stereotypes of women (Experiment 1) or men (Experiment 2) are reported. Effectiveness of the ads was tested in relation to perceivers' attitudes toward female or male gender roles, respectively. The main finding was that for both male and female versions of the advertisements, the paternalistic ad strategies were more effective than were the envious ones, supporting the predictions of the stereotype content model over the classic prediction of negative effects of nontraditional gender portrayals for advertising effectiveness. Moreover, attitudes toward gender roles played only a limited role in determining ad effectiveness. Theoretical and practical implications are discussed.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 97 citations exist upstream.

References

2002A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition.2006Universal dimensions of social cognition: warmth and competence 2007The BIAS map: Behaviors from intergroup affect and stereotypes.1992Gender and the evaluation of leaders: A meta-analysis.2000Stereotypes as Dynamic Constructs: Women and Men of the Past, Present, and Future 2005Fundamental dimensions of social judgment: Understanding the relations between judgments of competence and warmth.1976Gender Advertisements 1992Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis

Cited by

2020Women and Suicidal Behavior 2017How consumers' values influence responses to male and female gender role stereotyping in advertising 2021Gender stereotypes in advertising have negative cross-gender effects 2022Warmth or competence: Brand anthropomorphism, social exclusion, and advertisement effectiveness 2015When Do Warmth and Competence Sell Best? The “Golden Quadrant” Shifts as a Function of Congruity With the Product Type, Targets’ Individual Differences, and Advertising Appeal Type

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.