ABSTRACT
Gender is many things to many people. It is at once uniting and divisive. Gender in advertising presents a range of opportunities for marketers but is linked inextricably to concepts of masculinity–femininity and sexuality and has the potential to create strong positive or negative responses from different audiences. Using an experimental methodology, this study examines how depictions of gender and sexuality combine to influence consumer attitudes. The findings demonstrate how individuals' political ideology determines their emotional response to such advertisements and that the resulting emotional response and attitude to the advertisement act as causal mechanisms responsible for product-related attitudes.
- Received January 31, 2019.
- Received (in revised form) September 12, 2019.
- Accepted October 24, 2019.
- Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 2
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- Article
- ABSTRACT
- MANAGEMENT SLANT
- INTRODUCTION
- CONCEPTUAL DEVELOPMENT AND HYPOTHESES
- STUDY 1A
- STUDY 1B: REPLICATION STUDY
- GENERAL DISCUSSION
- ABOUT THE AUTHORS
- Appendix A Individual Advertisements for Each Condition
- Appendix B Correlations among Constructs Used in the Mediation Analysis
- Appendix C Full Mediation Results (Hypothesis 3)
- REFERENCES
- Figures & Data
- Info