Year: 2014
Type: conference-paper
Abstract: Gender-specific marketing gains importance as women become more influential as consumers. The study investigated an efficiency of two approaches to gender-specific marketing: designing a stereotypically “feminine” product and priming an interdependent self-construal with an advertising scenario. Female participants (N=160) evaluated four advertisements for a soft drink with feminine/gender-neutral product design and independent/interdependent self-construal. The results demonstrated a significant positive effect of interdependent self-construal on the attitudes towards the ad. The effect of stereotypical product design was non-significant. These results suggest that indirect approach to gender-specific advertising via priming techniques may be more efficient than direct use of gender stereotypes
Authors: Anna Fenko, Willemijn Drost
Institution: University of Twente
Language: English
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
SDG: Gender equality
Open Access status: green
OpenAlex ID: W2150612837