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Gender-Role Stereotypes in Integrated Social Marketing Communication: Influence on Attitudes towards the Ad:
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This article examined the influence of stereotyped gender role depictions on attitudes towards integrated social marketing communication (ISMC) through an application of Gender-Role Theory and the Stereotype of Personhood.Abstract:
This study examines the influence of stereotyped gender-role depictions on attitudes towards integrated social marketing communication (ISMC) through an application of Gender-Role Theory and the St...read more
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Seeing is Believing, But is it the Truth? Reality vs. Representation of Men in Contemporary Magazine Advertisements, 1980-2010
TL;DR: In this article, male stereotypes and identity of women in the after-math of females were studied in the context of gender and advertising, and the results of the study showed that gender stereotypes can affect the performance of women.
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The Role of Marketing Tools in the Improvement of Consumers Financial Literacy
TL;DR: In this paper, the authors explored the contribution of different types of marketing communication in consumer financial literacy formation from a three component perspective: financial knowledge, financial behaviour and financial attitude, and found that the biggest contribution to the formation of consumers financial literacy (within all three components) have educational web sites, official web sites of banks, consultations with bank specialists, school curriculum subjects and opinions of friends, relatives and acquaintances.
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The structure of sustainability marketing research: a bibliometric review and directions for future research
TL;DR: The SPAR-4-SLR protocol provides the framework for the methodology in this paper , which is used to classify the existing literature on marketing in a sustainability context from 1969 to 2019.
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Modern Advertising Practice: Gender Images and Stereotypes Generation
TL;DR: In this article, the main trends in the development of gender stereotypes in modern advertising practice, as well as public stereotype mentality, widespread public stereotypes along with male and female images fixed in public consciousness of people in the former Soviet republics (evidenced from Kazakhstan, Russia and Ukraine), are discussed.
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Integrating gender into social marketing programmes
TL;DR: In this paper , the authors address gaps in knowledge about gender concepts necessary to understand the lived experiences of people and how these experiences influence behaviour in social marketing programs, and present gender integration approaches within a continuum from gender-unequal to gender-transformative.
References
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Journal ArticleDOI
A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition.
TL;DR: Contrary to antipathy models, 2 dimensions mattered, and many stereotypes were mixed, either pitying (low competence, high warmth subordinates) or envying (high competence, low warmth competitors).
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Role congruity theory of prejudice toward female leaders.
Alice H. Eagly,Steven J. Karau +1 more
TL;DR: Evidence from varied research paradigms substantiates that consequences of perceived incongruity between the female gender role and leadership roles are more difficult for women to become leaders and to achieve success in leadership roles.
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Extending the Theory of Planned Behavior: A Review and Avenues for Further Research
TL;DR: In this article, the authors describe and review the theory of planned behavior (TPB) and present evidence supporting the further extension of the TPB in various ways, such as belief salience measures, past behavior, selfefficacy, moral norms, self-identity, and affective beliefs.
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Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude
TL;DR: In this paper, the authors show that consumers' beliefs about product attributes and brand at the product level are the mediators of attitude formation and change, and the validity of this proposition for consumer's beliefs about attributes and brands is examined.
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The Power of Feelings in Understanding Advertising Effects
TL;DR: This paper investigated the role of feelings in understanding advertising effects and found that negative and positive feelings co-occur and both are important predictors of the ad's effectiveness, and that feelings contribute uniquely to attitude toward the ad, beliefs about the brand's attributes, and attitude towards the brand; and that the relative importance of feelings and judgments of ad's characteristics varies based on the extent to which the ad is transformational and informational.