The Effectiveness of Chef Endorsement in Restaurant Print Advertising: Do Respondents' Gender Stereotypes or Genders Matter?

Abstract

The decrease in occupational segregation between the genders indicates a need to reposition traditionally gender-based customer services. This study examines advertising effectiveness in terms of the gender of the chef endorser in restaurant advertisements, and also explores the influence of respondents' gender stereotypes and respondents' genders on perceived effectiveness. We used the chef's gender as the independent variable, the effectiveness of the advertising as the dependent variable, and the respondents' chef gender stereotypes and genders as the moderating variables. Using consumers as respondents, an experimental design was conducted which varied the gender (female vs. male) of the chefs. We prepared a questionnaire with a sample size of 422 to investigate the consumer's perception of the adverts' effectiveness. The results indicated better endorsement effectiveness with a middle-aged male chef, rather than a middle-aged/young female chef. Furthermore, it was found that the respondents' genders could further moderate the perception of the advertising.

Cite this work

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

Stored only when both papers are in the corpus — 13 citations exist upstream.

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