Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

Bibliographic Data

ID3655459
AuthorsMagdalena Zawisza (0000-0001-7925-8415, Anglia Ruskin University, corresponding author), Russell Luyt (0000-0003-3842-0273, University of Greenwich), Anna Maria Zawadzka (0000-0003-1350-3881, University of Gdańsk), Jacek Buczny (0000-0002-4932-196X, Department of Psychology, University of Social Sciences and Humanities, Sopot, Poland)
Year2018
Volume27
Issue4
Pages464-480
Publication date2018-05-19
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Gender Studies (JOURNAL)
Journal identifiersISSN: 0958-9236 • E-ISSN: 1465-3869
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/09589236.2016.1234369
OpenAlexW2525040037
LanguageEN
Citations received8
References cited53

Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: ‘paternalistic’ male stereotypes (e.g. Househusband) would be more effective than ‘envious’ male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed

Advertising · Business · Mainstream · Political science · Consumer Behavior in Brand Consumption and Identification · Gender Roles and Identity Studies · Media, Gender, and Advertising · Psychology · Social Psychology

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